With competition over Netflix IP-based fandom businesses heating up, global fan-commerce firm BeMyFriends opened the official one-year anniversary pop-up for KPop Demon Hunters in Seoul, kicking off an expansion across Asia.
The pop-up opened today, May 21, at The Hyundai Seoul and will expand to major Asian cities including Hong Kong, Singapore and Bangkok.
BeMyFriends said it staged the \”KPop Demon Hunters One Year Anniversary POP-UP\” in partnership with Netflix, overseeing the project end to end — from spatial planning to merchandise operations.
The event is located in the ICONIC ZONE on B2 of The Hyundai Seoul. The company designed the entire space as a single fan-experience route: visitors move from a mood-driven photo zone to an MD area showcasing new and popular merchandise, then on to checkout.
On site, BeMyFriends unveiled 59 new official items from its in-house creative label, BBD. The Huntrix plush — the flagship item — drew attention even before its pre-release and has become a core piece of merchandise.
The lineup builds on existing bestsellers and adds new categories, including cushion keyrings and character goods, sketchbooks and colored pencils, kids’ jersey tees, sock sets and sleepwear dresses aimed at children. The selection reflects the industry’s growing emphasis on kids and family audiences in IP-driven content.
BeMyFriends also emphasized Korean aesthetics. The company combined its Deopi character with hanok-inspired interior elements to create an experience tailored to both foreign tourists and family visitors.
The pop-up features interactive events. Visitors who take photos in the photo zone and post social-media proof receive a limited-edition first-anniversary folding fan. Customers who spend above a set threshold get a randomly selected squishy Huntrix or Deopi keyring, and children receive Deopi balloons.
Fan interest was immediate: the company said some time slots filled quickly after reservations opened. The pop-up runs through June 3 and accepts bookings via Naver Reservations and on site.
\”For Family Month, we expanded our product range and experiential elements so children and families can enjoy the event together,\” said Hasejeong, CBO of BeMyFriends. \”We will continue to deepen experience design that resonates with global fans and to operate in ways that reflect fan behavior.\”
After Seoul, the one-year pop-up will tour Asia, with stops planned in Daegu, Hong Kong, Jakarta, Singapore, Bangkok, Taipei, Taichung and Kaohsiung. As K-content fandom businesses move toward offline, experiential consumption, competition in the IP pop-up market is expected to intensify.
Most Commented