From izna desserts to BLACKPINK Tamagotchis: Pop-ups in Jamsil

Lotte Department Store has strategically concentrated experiential spaces that blend K-pop fandom with character IP in the Jamsil area. Led by girl groups izna and BLACKPINK, this move aims beyond simple retail to target the content-driven F&B (food and beverage) market, where fans can directly immerse themselves in the artists' creative universes.

At 'The Crown' on the B1 level of Lotte Department Store Avenuel Jamsil, the 'izna Atelier' pop-up store—a collaboration between the girl group izna and premium bakery brand France Louvre Baguette—will run until August 12. The highlight is a lineup of seven limited-edition menu items reflecting the members' individual personalities and tastes. The selection includes Jeong Se-bi's Kkwappigi (8,800 KRW) and izna Cookies (4,800 KRW), alongside various options such as croissants, chili salt bread, and cream cheese red bean bread. Customers who purchase the 'izna Atelier Set' (48,800 KRW), which includes all limited menu items, will receive two random photocards. The brand's existing popular items, such as 'Budle Cream Bread' and 'The Louvre Museum,' will also be available on-site.

BLACKPINK meets Tamagotchi: 28 types of goods flooding Lotte World Mall

Lotte World Mall is hosting an unconventional collaboration targeting the BLACKPINK fandom. From July 30 to August 5, Lotte Department Store will hold the 'BLACKPINK X Tamagotchi' pop-up store. Tamagotchi, the digital pet device that was a sensation in the late 1990s, has been reimagined with characters based on the four members of BLACKPINK. This pop-up will showcase a total of 28 types of merchandise, including limited-edition Tamagotchis and plush keyrings featuring each member's character. Notably, the plush keyrings, available exclusively at the Jamsil pop-up, will be sold in limited quantities as 'blind boxes' featuring eight different designs. In addition to the designs revealed online, four 'special plush keyrings' have been added to the collection. Customers purchasing on-site will receive limited-edition photocards on a first-come, first-served basis, and a dedicated photo booth will be available for taking pictures with the characters.

Shinsegae Gangnam's Sweet Park joins forces with Sanrio's Pompompurin

The department store industry is actively leveraging popular IP (intellectual property) to differentiate itself in the dessert market. Shinsegae Department Store is operating a bakery cafe in collaboration with the global Sanrio character 'Pompompurin' at its Gangnam branch's Sweet Park. Pompompurin is a character that took first place in both the Korean and global categories at this year's Sanrio Character Awards. Shinsegae has gathered around 100 types of products, including 30th-anniversary goods, alongside F&B items that bring the character to life in one space. Signature menu items include chestnut bread, face-shaped custard bread, and butt-shaped red bean bread. Signature beverages such as Choco Banana Fondant Latte and Pancake Shake are also available. The store is decorated with interiors and photo elements that reflect the Pompompurin universe. A Shinsegae Department Store official stated, "We expect the combination of popular character IP with a global fandom and Sweet Park's differentiated dessert content to provide new enjoyment. We plan to continue introducing various content in collaboration with popular domestic and international IPs."

Department store foot traffic strategies evolving into IP content

Choi Yoon-seok, Head of the Content Division at Lotte Department Store, stated, "By merging the kidult trend with global artist IP, we have prepared a pop-up that a wide range of customers, from the 2030 fandom to foreign tourists, can enjoy. We plan to continuously expand IP content that can offer unique experiences in the future."