Image Source: Visual China

Beijing, July 4 (TMTPOST) – Chinese trendy toy maker Pop Mart opened its first overseas flagship store in Seoul, South Korea, on Saturday, attracting many Korean customers on the first day.

Pop Mart has already opened three other brick-and-mortar outlets in South Korea. The opening of the flagship store in South Korea marks a new phase for Pop Mart’s globalization strategy.

Pop Mart’s Seoul Hongdae store is located at the Seogyo-dong, an area similar to Nanjing East Road in Shanghai where young people go shopping. The store is also situated in a neighborhood near the Hongik University, which gives the area an artistic and cultural vibe. The area is also a top destination for international travelers to South Korea.

As the brand’s first overseas flagship store, Pop Mart’s Hongdae store saw major upgrades in store size, design and operation. The physical outlet covers an area of nearly 400 square meters. Its interior design caters to young consumers’ preferences. The three-story flagship store is divided under the theme of “connect+imagination”. On each floor, there is a dedicated area for taking pictures, where consumers can interact with their favorite Pop Mart characters.

“Hongdae is a ‘holy site’ for young people. It is a very artistic and cultural area,” Pop Mart Global’s President Wen Deyi said. “Pop Mart has attracted a large group of fans through our trendy toys. We look forward to working with more talented Korean artists and brands in the future.”

Pop Mart began its globalization journey in 2018, choosing South Korea as its first stop. In October 2018, the company launched its official site and mobile application in South Korea. Pop Mart then invested in building its online and offline sales channels in South Korea and formed a mature sales network in the country while accumulating experience in localized operations.

The company opened its first overseas store in Seoul in 2020. To date, Pop Mart has four physical outlets and several unmanned stores in South Korea.