7 a.m. on September 7, a long line formed outside the Pom Pom Purin pop-up store at I-Park Mall in Yongsan, Seoul, even before its official opening at 10:30 a.m. Yu Seung-hyung, 34, and Lim Da-eun, 31, who drove from Incheon, expressed disappointment at arriving later than expected due to traffic but were visibly excited. Lim, who took a day off work, said, "I came specifically to buy merchandise because I love the character," adding that they planned to have lunch at the mall after shopping.
Despite the rise of online shopping, enthusiasts are flocking to physical stores. Retailers are leveraging pop-ups and permanent installations to attract customers, encouraging not just merchandise purchases but also dining and entertainment spending. The Pom Pom Purin pop-up store, running until September 27, has been receiving customers since 9:30 a.m. for on-site reservations, with an average of 2,000 visitors daily. An I-Park Mall representative noted, "Since the pop-up opened last week, customers have been lining up every morning."
Two female college students, who received waiting number 6, arrived at 6:40 a.m. They aimed to purchase the limited 'Mandu Purin Tableware Set,' with only 100 available, and the 'Chef Pom Pom Purin Medium Plush Toy & Apron,' limited to 50. Their total spending on merchandise reached 280,000 won.
The phenomenon of 'open runs' is not limited to pop-ups. The Pokémon card shop at I-Park Mall, a permanent store, has also seen long lines every morning since April. While pop-ups attract new customers, permanent intellectual property (IP) stores encourage repeat visits through new and limited products. The 'Dopamine Station,' which features character merchandise, figures, games, and custom keyboards, has welcomed 12.6 million visitors since its opening in June 2022.
As experiential content draws customers, I-Park Mall's sales from January to August this year increased by 37% compared to the same period last year. During popular pop-up events, restaurant and cafe sales rose by approximately 40%, with some stores experiencing up to 120% growth. In the same timeframe, the Yongsan pop-up events numbered around 560, an increase of over 20 from the previous year, while the Dopamine Station hosted over 60 large pop-ups, with plans to continue until May next year.
The trend of using pop-ups to attract customers is also evident in department stores. In the first half of this year, Lotte World Mall hosted about 450 pop-ups, Shinsegae Department Store in Gangnam around 400, and The Hyundai Seoul approximately 330. Shinsegae Gangnam has already surpassed its total number of pop-ups from the previous year in just the first half. While online shopping competes on price and convenience, offline retailers are shifting their strategy to offer unique experiences that draw customers in.
Ahn Seung-ho, a professor at Soongsil University’s Business School, stated, "Pop-up stores attract early adopters eager to experience new products and provide shoppers with different attractions that can lead to interest and purchases. When multiple pop-ups come together, they can enhance the overall appeal of the shopping space."
Despite the rise of online shopping, enthusiasts are flocking to physical stores. Retailers are leveraging pop-ups and permanent installations to attract customers, encouraging not just merchandise purchases but also dining and entertainment spending. The Pom Pom Purin pop-up store, running until September 27, has been receiving customers since 9:30 a.m. for on-site reservations, with an average of 2,000 visitors daily. An I-Park Mall representative noted, "Since the pop-up opened last week, customers have been lining up every morning."
Two female college students, who received waiting number 6, arrived at 6:40 a.m. They aimed to purchase the limited 'Mandu Purin Tableware Set,' with only 100 available, and the 'Chef Pom Pom Purin Medium Plush Toy & Apron,' limited to 50. Their total spending on merchandise reached 280,000 won.
The phenomenon of 'open runs' is not limited to pop-ups. The Pokémon card shop at I-Park Mall, a permanent store, has also seen long lines every morning since April. While pop-ups attract new customers, permanent intellectual property (IP) stores encourage repeat visits through new and limited products. The 'Dopamine Station,' which features character merchandise, figures, games, and custom keyboards, has welcomed 12.6 million visitors since its opening in June 2022.
As experiential content draws customers, I-Park Mall's sales from January to August this year increased by 37% compared to the same period last year. During popular pop-up events, restaurant and cafe sales rose by approximately 40%, with some stores experiencing up to 120% growth. In the same timeframe, the Yongsan pop-up events numbered around 560, an increase of over 20 from the previous year, while the Dopamine Station hosted over 60 large pop-ups, with plans to continue until May next year.
The trend of using pop-ups to attract customers is also evident in department stores. In the first half of this year, Lotte World Mall hosted about 450 pop-ups, Shinsegae Department Store in Gangnam around 400, and The Hyundai Seoul approximately 330. Shinsegae Gangnam has already surpassed its total number of pop-ups from the previous year in just the first half. While online shopping competes on price and convenience, offline retailers are shifting their strategy to offer unique experiences that draw customers in.
Ahn Seung-ho, a professor at Soongsil University’s Business School, stated, "Pop-up stores attract early adopters eager to experience new products and provide shoppers with different attractions that can lead to interest and purchases. When multiple pop-ups come together, they can enhance the overall appeal of the shopping space."
* This article has been translated by AI.
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