K-Pop 엔터테인먼트 팝업스토어 공간 특성에 관한 연구

Abstract

(Background and Purpose) K-pop has evolved into a global phenomenon, transcending borders and reshaping consumer culture worldwide. In this industry, pop-up stores have emerged as powerful marketing tools that serve as platforms for promoting album releases, artist comebacks, and brand collaborations. Unlike general pop-up stores, K-pop pop-up stores incorporate unique experiential elements to strengthen fan-artist connections while creating immersive brand experiences. This study analyzes K-pop pop-up store cases to identify their spatial characteristics, explore their differences from general pop-up stores, and highlight their impact on fan engagement and brand reinforcement. (Method) This study selected eight K-pop pop-up stores in Seoul from 2022 to 2024. The methodology comprised two stages. First, a theoretical review of general pop-up stores was conducted and five spatial characteristics were identified: temporality, diversity, exclusivity, interactivity, and eventfulness. These characteristics were then applied to evaluate the K-pop pop-up store cases. Second, a comparative analysis was performed, linking each spatial characteristic to the specific ways in which K-pop pop-up stores enhance fans’ experiences and create value. (Results) The analysis revealed that K-pop pop-up stores differ significantly from general pop-up stores in emphasizing fan engagement through tailored content and exclusive experiences. For instance, temporality is leveraged to align with key promotional periods, such as album launches or debut campaigns, enhancing the sense of urgency. Diversity is reflected in multifunctional spaces featuring photo zones, experiential programs, and merchandise areas, providing fans with immersive interactions tied to an artist’s narrative. Exclusivity is reinforced through limited-edition goods and unique features, such as artist-signed memorability or personalized fan services. Interactivity is maximized through SNS-driven events, onsite activities, and direct artist engagement, which foster stronger emotional connections. Eventfulness is demonstrated through fan-centric activities, such as lucky draws, mission-based games, and themed experiences that encourage active participation. (Conclusions) K-pop pop-up stores transcend traditional retail spaces by serving as immersive platforms that deepen the emotional bonds between artists and fans. By combining exclusivity, diversity, and interactivity, these spaces create a compelling fan experience that drives fan loyalty and brand affinity. Unlike general pop-up stores, K-pop pop-up stores focus on integrating the artist’s identity and storytelling into every element of the space, which enhances fan satisfaction and strengthens the brand’s cultural presence. This study provides key insights into the success factors of K-pop pop-up stores and highlights their significance as strategic tools for interactive marketing and brand expansion. K-pop pop-up stores are expected to evolve further, explore new formats and experiences to expand their global reach, and foster deeper engagement with diverse fan bases worldwide.