Olive Young Operates Experiential Pop-Up Stores in Seongsu and Hongdae, Hotspots for the MZ Generation

Sanrio and Hello Kitty Pop-Ups Open in Hongdae
"Becoming a Space That Connects In-Store Brands and Customers"

On July 16, CJ Olive Young announced that it would operate a variety of experiential pop-up stores throughout July at major locations in Seongsu and Hongdae, popular districts among the MZ generation (Millennials and Generation Z).

Olive Young has been continuously launching pop-up stores to provide customers with opportunities to experience in-store brands and to offer differentiated content that is difficult to encounter at regular offline locations. At major stores in areas frequently visited by the brand’s core customer base in their 20s and 30s, pop-up stores are being operated in collaboration with trendy brands.

A customer taking photos of Sanrio Characters goods at Trendpot by Olive Young Hongdae. Provided by Olive Young.

In July, a pop-up store in collaboration with Sanrio Characters is being held at Trendpot by Olive Young Hongdae, where visitors can experience a variety of collaborative products. Under the “vacation” concept, Olive Young’s recommended summer items in partnership with Sanrio Characters are on display. Visitors can enjoy a program that allows them to complete their own summer vacation kit across six different zones. Every visitor receives one random Sanrio collaboration fan, and depending on the purchase amount, goods such as Sanrio Characters mini tattoo stickers, photo booth tickets, and mini tarpaulin bags are provided. The pop-up store is open daily until July 27, from 1:00 p.m. to 10:00 p.m.

At the Hongdae Town location, Olive Young’s flagship derma skincare brand “ilso” is running a pop-up store featuring products in collaboration with the globally popular character Hello Kitty. Visitors can experience a unique world where Hello Kitty personally introduces and consults on ilso’s signature sebum and pore care products.

There are various experiential zones, including a Hello Kitty-themed game zone, photo booth, and goods zone. Anyone who adds Olive Young as a KakaoTalk Plus Friend receives a scratch coupon with a 100% chance of winning, and a “Black Pore Pick” game event offers prizes of varying value. Customers who spend over 30,000 won receive a Hello Kitty photo booth ticket, a moisturizing sunscreen, and a set of three nose packs. These gifts are available on a first-come, first-served basis. The pop-up store operates from 1:00 p.m. throughout July, closing at 9:00 p.m. from Monday to Thursday and at 10:00 p.m. from Friday to Sunday.

From July 3 to July 13, a “Tumkku” (tumbler decorating) pop-up by lifestyle brand Legote was held at Trendpot Seongsu, Olive YoungN Seongsu. Under the theme “Play My Way,” the event allowed visitors to enjoy the process of making their own tumbler as if playing a game. The pop-up featured a mini game zone, a Tumkku experience zone, and a photo zone, along with a limited initial keyring gift event for customers who spent over 50,000 won. The event attracted an average of about 1,500 visitors per day.

An Olive Young official stated, “Pop-up stores have become an important space for brands available at Olive Young to communicate their value and connect closely with customers,” adding, “We will continue to operate trendy pop-up stores to expand the points of contact between brands and customers and to provide differentiated experiences.”