Korea's pop-up count nearly doubled in a single year. What began as a marketing tactic now functions as infrastructure — a low-risk venue where IP owners test demand, retailers monetize space, and fandom converts into revenue. The economics are unusual: no long-term lease, no inventory tail, and rent- or revenue- share models that scale across categories, cities, and borders. That repeatability turns a temporary retail activation into a permanent store, an export route, or a license. For buyers, it is the lowest-cost way to test whether an IP travels — and the first step in its expansion.
00. Why It Matters, Summary, Key Implication
01. Pop-up Market Scale — Openings and Category Mix
02. Two Growth Drivers of the Pop-up Market
03. Two Successful Cases & Insights
04. The Pop-up Economics
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