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K-Webtoons Take Over Department Stores : From POP-UP Shops to Fandom Pilgrimages

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Summary

K-Webtoons Take Over Department Stores : From POP-UP Shops to Fandom Pilgrimages
Type	Other	Genre	Comics/Webtoons

K-Webtoons Take Over Department Stores :

From POP-UP Shops to Fandom Pilgrimages

This article was selected because it illustrates how Korean Webtoon IP is becoming a powerful magnet

for offline retail, with department stores leveraging fandom engagement to attract younger

demographics through immersive pop-up experiences.

Korean department stores are leveraging K-Webtoon pop-ups to attract younger customers.

For example, Shinsegae's Busan Centum City is hosting a 'Lookism' pop-up with various interactive zones

and exclusive merchandise. Lotte Department Store is taking it further by collaborating with KOCCA for the

World Webtoon Festival in October, featuring IP-based pop-ups and fan experiences across multiple venues.

These initiatives highlight a trend where offline retail is merging with digital content, transforming

department stores into pop culture destinations.

♦ Retail as IP Experience Platforms

Department stores are transforming from shopping destinations into immersive storytelling stages.

By turning Webtoons into spatial experiences, they’re creating high dwell-time engagement that attracts

dedicated fandoms.

This sets a blueprint for content-commerce fusion that other retailers will likely follow.

♦ Expansion of Webtoon-Based Offline Monetization

Webtoons are evolving from digital narratives into full-fledged brands with serious offline potential.

Pop-up stores and festivals demonstrate new revenue streams that extend far beyond screen views,

strengthening Webtoon IP value in retail, licensing, and even tourism sectors through location-based

fandom experiences.

Source

Newsis. (2025. 7. 22.)

Source

Newsis