YG's BabyMonster and Treasure Attract Crowds with Pop-Up Stores in China

Accelerating Local Fandom Engagement

BabyMonster has been holding the 'BABYMONSTER 1ST FULL ALBUM DRIP POP-UP STORE' in Shanghai since the 9th and in Shenzhen since the 10th. YG Entertainment

The groups BabyMonster and Treasure opened pop-up stores in China to meet with local fans.

According to YG Entertainment on May 15, BabyMonster has been operating the 'BABYMONSTER 1ST FULL ALBUM DRIP POP-UP STORE' in Shanghai since May 9 and in Shenzhen since May 10 to celebrate the release of their first full-length album. This follows the pop-up held in Guangzhou in January, but with expanded locations and scale.

The pop-up stores are set up in the central lobbies of large downtown shopping malls, with BabyMonster-themed wrappings applied to subway passages, entrances, and glass railings.

At the venue, over 100 items are available, including the first full album 'DRIP', tour merchandise, a first anniversary photobook, photocards, and apparel. Some items sold out early, leading to second and third restocks.

From the opening weekend, both pre-registered customers and visitors flocked to the stores. On weekday mornings, parents were seen purchasing items while video calling with their children. After school, large groups of students in school uniforms visited, resulting in long lines, according to YG.

Treasure also recently opened its first pop-up store in China. Fans took photos in a space reflecting the concept of the special mini album 'PLEASURE' and left messages of support on an onsite message board.

YG Entertainment stated, "In the future, we plan to meet fans not only through pop-up stores but also through various events such as fan meetings and concerts."

Meanwhile, BabyMonster is currently on a world tour with 32 shows in 20 cities, while Treasure is continuing its fan concert tour with 17 shows in 9 cities across the Americas, Japan, and Asia.