K-pop Pop-ups Expanding into Experiential Spaces Featuring Character Narratives

K-pop pop-up stores are transforming beyond mere product sales into spaces where fans can experience the characters and worldviews of artists. According to media reports, ATEEZ's character IP ‘MIGHTEEZ’ is conducting pop-ups as a series. The first pop-up opened by IPX (formerly Line Friends) last October featured a concept of exploring game stages, and the second event in March expressed the story of characters growing from babies into superpower fairies through certificates and school records. The third pop-up, held from September 18 to 27, recreates the rock star debut stage and backstage of MIGHTEEZ. A large stage photo zone will feature steel structures and sound equipment, and individual members' cabinets and collectible handwritten posters will also be showcased.

ENHYPEN has utilized character and music narratives across three different spaces within four months. According to media reports, the official character ‘ENCHIN’, which means ‘friend of ENGENE’, had its six characters' names, appearances, and settings created together by the members. The pop-up held at I'Park Mall Yongsan this past May applied the setting that ENCHIN hides in fans' bag secret pockets, providing a three-dimensional photo zone at the entrance as if the characters had emerged from a bag. The ‘THE SIN : BLISS’ pop-up held this past August transferred the worldview of the title track ‘Bloody Paradise’. The atmosphere of the song, where fleeing lovers consider their moment alone as paradise, was captured in the photo zone, listening zone, and leopard print merchandise.

RIIZE utilized ‘Little RIIZE’, characters drawn directly by the members, for their pop-up. According to media reports, RIIZE became the second protagonist of POP MART's K-pop collaboration line ‘POP STAR’ this past August. The theme zone established in the Anguk branch from the 14th to the 23rd was designed to allow experiences of the ‘Fluffy Club’ and ‘Memorable Picks’ series with a ‘Summer Vacation Club Room’ concept. A themed photo zone and a space where fans can write cheering messages were also provided.

Character and MD businesses are becoming channels to meet fans independently of artist activity schedules. According to media reports, HYBE stated that MD and licensing revenue in the first quarter of this year increased by 29% compared to the same period last year. Tour merchandise and character products inspired by HYBE Music Group artists contributed to performance, and second-quarter revenue reached a record high of 310.6 billion won. In the ‘Q4 and Annual 2025 Content Industry Trends Analysis’ released by KOCCA last April, provisional figures showed that last year, music exports increased by 32.4% and character exports increased by 12.8%. CU also stated that sales of K-pop artist collaboration products increased by 21.5% last year and by 40.7% from January to May this year.

Concerts and fan meetings require securing tickets, and there is a physical distance between the stage and the audience. Experiential pop-ups provide fans with the sensation of participating in the artist's worldview through the medium of characters. Cases have been reported where fans attach character keyrings of their favorite members to their bags and share experiences on SNS after meeting other fans wearing the same keyring. Characters and pop-ups are being utilized as ways to narrow the emotional distance between fans and artists outside of the stage.

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