Lotte Department Store to launch Line Friends pop-up store in southern Seoul

By Kim Joo-heon Posted : April 13, 2023, 18:05 Updated : April 13, 2023, 20:20

[Courtesy of Lotte Department Store]

SEOUL -- Targeting Southeast Asian tourists who often use messenger platform LINE, the department store wing of South Korea's retail giant Lotte Group will open a pop-up store featuring Line Friends, a character brand lineup of IPX, a digital IP platform operator under South Korean web service giant Naver. 

Lotte Department Store said in a statement that a large offline store would be launched in Seoul's southern district of Jamsil on April 13. The company said that the 10-day pop-up store will showcase some 1,000 popular characters including Lenini, Bnini, and Chonini.
The store decorated with a green four-leaf clover would feature a spring vibe, the department operator said. BT21, a character friend created by BTS's agency and IPX will be also displayed during the event.
IPX gained attention for releasing character items for BTS in 2017. The BTS character items were displayed at "Boon the Shop" which opened in 2000 as a modern hip-hop-style flagship store targeting young people interested in street fashion. 
In September 2022, IPX also partnered with The Pinkfong Company, a South Korean educational entertainment company that created a catchy cartoon song called "Baby Shark," to target global markets, especially Southeast Asia and China, through collaborative content. The two companies unveiled their scheme to develop various character items such as toys and clothing that will be sold through Line Friends' online and offline stores and promoted through their YouTube channels. 

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