K-Drama Pop-Up Opens in Seoul for 1st Anniversary

The Netflix animation "K-Pop Demon Hunters" has opened an official pop-up store at The Hyundai Seoul in celebration of its 1st anniversary. This pop-up is aimed at global fans and kids/family audiences, featuring an experiential space and new merchandise. Following its launch in Seoul, the pop-up is scheduled for a tour of major Asian cities.

BeMyFriends, a global fandom business company, has partnered with Netflix to open the official 1st-anniversary pop-up for "K-Pop Demon Hunters," which will be held at the Iconic Zone on the B2 floor of The Hyundai Seoul in Yeongdeungpo-gu, Seoul, until June 3.

The pop-up space is designed as an experiential structure connecting a photo zone, merchandise zone, and checkout zone in a single flow. Visitors can take photos at photo zones that capture the atmosphere of the work and browse new and popular merchandise.

Fifty-nine new official merchandise items, produced through BeMyFriends' in-house brand BBD, will be unveiled at the venue. Key products include "Huntrix dolls," cushion keyrings, sketchbooks, kids' jersey t-shirts, and kids' pajama dresses.

In particular, experiential products targeting children and families have been expanded. Participatory goods such as hair clip hairpieces, nail stickers, and glitter cross bags are also included.