Coupang has moved to target "otaku" customers, meaning enthusiasts in specific fields.
Recently in retail, fandom marketing using subculture (non-mainstream culture) has been active. The otaku culture, once treated as the exclusive domain of a small group of enthusiasts, has become core content that draws in Generation Z and Alpha (born from the late 1990s to the early to mid-2010s) customers with powerful fandoms and purchasing power.
Coupang will launch the collaboration-goods specialty section "Coupang Collabo Club" on the 28th. In the section, shoppers can see a variety of collaboration products at a glance, from K-goods to globally popular character merchandise.
Flagship categories include stationery, toys, and accessories created in collaboration with global characters, K-pop artists, and influencers. A key feature is that fandom goods and limited editions can be received quickly via Rocket Delivery.
To mark the launch of the section, a pop-up store will also operate from the 29th to the 7th of next month at the multi-complex cultural space "ㅎㄷ Cafe" in Mapo District, Seoul. The pop-up will be styled under the concept "READY, SET, Deokryeokho," and will feature more than 10 experiential zones, including photo, exhibition, and event zones.
Products displayed on-site can be purchased directly in the Coupang app via a QR code and received with Rocket Delivery. Even adding items to the cart without purchasing allows participation in a "no-miss gacha (random capsule toy draw)" event.
New products of "Zzutory," the character merchandise of mukbang creator Tzuyang, will also be unveiled for the first time at the pop-up store. Tzuyang will visit the venue on the 1st of next month to interact with customers on Coupang Live, a live commerce platform.