SEOUL, May 22 (AJP) -Seoul’s hip Seongsu district has turned into a real-world battleground — minus the gunfire, but with plenty of blue zones, laser combat and electric vehicles.
To mark the eighth anniversary of PUBG Mobile, South Korean game publisher Krafton and Kia launched “Area 8,” an immersive pop-up event stretching across “PUBG Seongsu” and “Kia Unplugged Ground” through May 25. The collaboration transforms parts of Seongsu into a playable extension of the game world, blending PUBG’s survival mechanics with Kia’s EV lineup.
At PUBG Seongsu, visitors are greeted by a giant blue-zone air dome modeled after the shrinking combat field familiar to PUBG players.
Inside, blue ball pits, obstacle challenges and themed photo zones recreate the tension and chaos of surviving late into a match. Scattered throughout the venue are PUBG props and displays featuring the Kia EV4, turning the electric vehicle into part of the game environment rather than a showroom centerpiece.
Nearby at Kia Unplugged Ground, the experience follows the rhythm of a PUBG round itself — landing, looting and combat. Visitors race EV4 RC cars through miniature courses and participate in team laser battles inspired by the game’s firefights, while staff dressed as PUBG’s iconic “Helmet Guy” guide players through missions and activities.
The event also turns Seongsu itself into part of the gameplay. A stamp tour linking PUBG Seongsu and Kia Unplugged Ground encourages visitors to move between venues, effectively expanding “Area 8” beyond the walls of the installations and into the neighborhood’s streets and cafes.
Rather than presenting cars as static products, Kia’s Kia EV3 and EV4 appear as interactive objects embedded inside PUBG’s universe — part marketing showcase, part urban game map.
Staff dressed as PUBG’s iconic “Helmet Guy” character guide visitors through the venues, while Kia EV3 and EV4 models are presented as in-game style objects rather than traditional showroom displays. Visitors can also participate in a stamp tour linking PUBG Seongsu and Kia Unplugged Ground, turning the wider Seongsu area into an extension of the “Area 8” game world.
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