Naver Webtoon said on the 31st it will run a relay pop-up store using popular webtoon intellectual property (IP).
The pop-up store will operate on the third floor of Dopamine Station at Yongsan I'Park Mall in Seoul through December this year. Naver Webtoon plans to rotate each title's IP at set intervals to showcase merchandise and experience content.
The first pop-up store is "Dalmoori: Offline Guild Room," based on the webtoon "Our Guild Idol." It will run from Aug. 1 to 28. This pop-up expands the "guild room," a space in the story where guild members gather in the game, into an offline pop-up store concept so fans can directly experience the work's atmosphere and characters.
It will also sell 44 new MD items, including plush dolls, can badges, and monitor stands, based on the story's characters and universe. In addition, visitors can find 12 types of photocards available only during the pop-up period, print volumes, and MD of other popular webtoon IPs. The company said it has prepared various content for fans to enjoy the work offline as well, including purchase benefits, on-site participation events that change weekly, and exhibition elements using fan messages.
Naver Webtoon plans to flexibly present the pop-up store's spatial design, merchandise, and events to match each title's characteristics and fandom response. Future pop-ups will continue with various popular IPs such as "Tears for the Wilted Flower" and "S-Classes That I Raised." Naver Webtoon plans to sequentially unveil MD and experience content tailored to each title's universe and fandom characteristics.
Kim Shin-hyeong, head of IP business at Naver Webtoon, said, "Webtoon IPs are content that can expand into various forms of experiences based on attractive characters, worldbuilding, and strong fandoms," adding, "Through this relay pop-up store, we will create touchpoints for readers to enjoy their favorite works up close and to carry the works' appeal for a long time."