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POP-UP Your Fandom : Experiential Marketing Targeting K-POP Fandoms

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POP-UP Your Fandom : Experiential Marketing Targeting K-POP Fandoms
Type	Other	Genre	Music

POP-UP Your Fandom : Experiential Marketing Targeting K-POP Fandoms

Experiential fandom marketing is becoming a smart retail approach. Brands are figuring out how to

turn K-pop fan loyalty into actual engagement, sales, and social media buzz that spreads across global platforms.

On June 13-14, 'BTS Festa ' was held at KINTEX in Goyang City, commemorating the debut of BTS

on June 13. This event featured promotional booths from six brands : Otoki, Laneige, Photoism, HY, Paldo,

and Damtuh. Approximately 60,000 ARMYs (The name of BTS fandom) were able to directly experience the

products and services of these brands.

As K-pop's popularity continues to grow, various brands are not only using K pop idols as advertising

models but are also seeing significant success with 'experiential pop up spaces' that allow consumers to try

brand products in offline settings. This report examines cases where brands have enhanced their

recognition through the extensive influence of fandoms.

► Key K-POP Artist – Brand POP-UP Collaborations

Artist Name	Event Name (Period)	Location	Key Participating Brands
SEVENTEEN	B-Day Party (2025.5.23~25)	Banpo Hangang Park, Jamsugyo areas(Seoul)	CJ CheilJedang Bibigo, NARS Cosmetics, Jeju Samdasoo, etc. (20 brands)
BTS	BTS Festa (2025.6.13~14)	KINTEX(Goyang City)	Otoki, Laneige, Photoism, etc. (6 brands)
G-Dragon	PEACEMINUSONE Premium Highball Launch Party-The Signal (2025.6.13)	Grand Hyatt Seoul Hotel	PEACEMINUSONE & Brewguru collaboration (PEACEMINUSONE: G-Dragon’s Fashion Brand)

♦Maximizing Brand Exposure Through Fandoms

At BTS Festa , Laneige (with Jin as model) handed out 65,000 samples, while Jin Ramen hosted tastings

for 4,000+ fans. Similarly, SEVENTEEN’s 'B Day Party' featured 12 booths distributing 150,000 products

highlighting the scale and reach of fan based promotions.

♦ Driving Purchase Through Firsthand Experience

A Malaysian fan who tried Korean ramen at the Festa noted a change in perception and intent to

purchase. Similar reactions appeared across brands’ social media, with fans sharing positive feedback

after sampling snacks, drinks, and beauty items — turning experience into real buying behavior.

♦ Organic Global Buzz via Fan-Generated Content

G-Dragon’s appearance in a Tesla Cybertruck for a beverage launch went viral after being shared by

Elon Musk. Meanwhile, fans uploaded thousands of posts across TikTok, Instagram, and X, turning event

participation into global promotional momentum.

► Selling Points for Overseas Buyers

Buyer Type	K-POP Collaboration Selling Points
Distribution & Retail Buyers (Editorial shops, Pop-Up Specialists)	• Sell through Pop-Up based goods/fashion/F&B experiences • Design on-site experiences to drive purchase conversion
Brand Buyers (F&B, Beauty, Fashion)	• Produce collaborative goods with K-POP Artists • Set up brand experience zones in Pop-Ups to encourage purchases • Experience-based Marketing → Actual sales conversion + Enhanced global image
Tourism/Urban Space Buyers (Local Governments, Cultural Complex Operators)	• Combine performances/Pop-Ups with content-based tourism assets to revitalize space • Create K-content themed city spaces to attract ongoing tourism
Digital Commerce Buyers	• Market through user-generated content centered on buyer certifications and social media • High ROI relative to cost, enabling digital-focused marketing