Naver Webtoon said on the 13th it will run a pop-up store for the popular webtoon "By Appointment Civil Servant."
Naver Webtoon will operate a "By Appointment Civil Servant" pop-up store for a month from the 13th to on the 15th of next month at the Mofun Store inside "Dopamine Station" on the third floor of Living Park at Yongsan I'Park Mall in Seoul, in a shop-in-shop (store within a store) format. The pop-up will showcase 38 products in total, including 33 new merchandise items such as a postcard book and acrylic keyrings that capture the webtoon's universe, as well as print volumes. Three types of on-site-only "limited-edition full sets (random acrylic keyring, ticket, can badge)" will also be sold on a first-come, first-served basis, 50 sets each.
It also prepared various attractions, including a mini photo zone where visitors can feel the mood of the work.
The webtoon "By Appointment Civil Servant" is an exorcism action series in which the protagonist Han Maru, who has failed the level-9 civil service exam for the fourth time, is assigned to a hands-on unit under the Ministry of Environment that carries out top-secret junior-level missions critical to the nation's fate. It combines the extremely realistic Korean social theme of the "civil service exam" with the fantasy occult genre featuring the monster "Nachal" amid yellow dust. The work has been translated into nine languages, including Korean, English, and Japanese, and has recorded about 1.4 million interest registrations globally, including 250,000 in Korea.
This pop-up is part of Naver Webtoon's strategy to diversify its intellectual property (IP) so fans can encounter popular webtoon IPs frequently and efficiently offline as well.
Kim Ye-sol, Naver Webtoon L&M lead, said, "This 'By Appointment Civil Servant' pop-up store aims to expand touchpoints so that popular webtoon IP can meet fans widely across online and offline," adding, "We plan to deliver differentiated enjoyment throughout the year with an even more diverse IP lineup."