Utilizing Dedicated Pop-up Space for Character and Content,
Focusing More on Cultural Content
Mardi Mercredi Full Product Line Pop-up,
Large Lineup of Popular Brands Invited
Lotte Department Store Busan Main Branch is solidifying its status as a leading pop-up destination in the Busan area by significantly expanding its dedicated pop-up store space.
Based on the approximately threefold year-on-year sales growth recorded at the newly launched 330.58㎡ (100 pyeong) pop-up store area on Basement Level 1 in April, the branch has now secured an additional 264.5㎡ (80 pyeong) of dedicated pop-up space. As a result, it now boasts a total pop-up zone of 595㎡ (180 pyeong).
With this expansion, the branch is ramping up its aggressive pop-up marketing strategy, targeting trend-sensitive MZ generation customers by offering a wider variety of trendy brands and themed content.
To celebrate the expansion, the store is hosting a pop-up event through June 19, featuring a large lineup of popular brands such as Grocerystuff, Betty Boop, Looploop, Penfield, Nobadvibes/Monstercon, and Kuoka.
Grocerystuff is a lifestyle goods brand that utilizes grocery-inspired designs, while Betty Boop is a beloved character brand with over 100 years of global popularity, offering a variety of fashion and goods products.
Looploop presents a range of swimwear, from French-inspired indoor swimsuits to various styles perfect for summer vacations.
Penfield, an American outdoor specialty brand, showcases diverse gorpcore fashion, while Nobadvibes·Monstercon, a cookie specialty brand headquartered in Incheon, is gaining significant popularity among young customers with its stylish interior and authentic American vibe.
Kuoka, specializing in uniquely scented body and skincare products, is receiving enthusiastic support from female customers in their 20s and 30s. The launch of Kuoka’s signature fragrance, Wild Peach Perfume Mist, is being marked with a special pop-up store that is attracting many visitors.
Starting June 10, the nationwide sensation Mardi Mercredi will join the pop-up lineup, becoming the first in the retail industry to offer its entire product range?from kids’ items to sports shoes?over a roughly two-month period. This is expected to draw large crowds of shoppers preparing for early summer fashion and vacations.
The newly created 80-pyeong (264.5㎡) pop-up store space will operate as a dedicated "character·content" pop-up hall, targeting the growing demand for cultural content goods.
From June 20 to June 29, the pop-up store for Minive?a content brand characterizing the idol group IVE?will be open. In July, a large-scale pop-up store for the beloved character Pok?mon, popular across all generations, is also scheduled to take place.
Kim Sangwoo, Store Manager of Lotte Department Store Busan Main Branch, stated, "Pop-up stores have become more than just retail spaces?they are now cultural platforms for brands and customers to connect," adding, "We will continue to develop pop-up store plans that reflect diverse interests and trends, further establishing ourselves as Busan’s leading pop-up destination."
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