CU Opens POP-UP STORE FOR TOMORROW X TOGETHER...Fostering Online and Offline Interaction Through Fan-Engaging Content

Convenience store chain CU has launched a pop-up store in collaboration with the global K-pop group TOMORROW X TOGETHER. Operating at two locations—Hongdae Sangsang Store and Olympic Square Store—until the end of this month, the pop-up store is designed as a space where TOMORROW X TOGETHER, their fans (known as MOA), and CU can interact, with a focus on content that allows fans to participate directly. Both selected stores are frequented by domestic and international customers who are enthusiasts of Hallyu culture. At Hongdae Sangsang Store (Ramen Library), 80% of sales come from foreign visitors, while Olympic Square Store sees a large number of overseas fans every time K-pop artist pop-up stores open there. The interior and exterior of the pop-up store feature photos of TOMORROW X TOGETHER and the main image from their digital single “Love Language,” released on the 2nd. A photo zone is also available, and Olympic Square Store includes a corner where fans can leave messages directly for the artists. There is a variety of online and offline content as well. Starting May 23, CU will sell a limited edition album titled “Love Language (Love Love Ver.)” at the pop-up store. A key feature of this album is that it can be displayed on a specially designed cube-shaped album stand. Events linked to CU’s own app, PocketCU, and social media platforms will also take place. Customers can participate by purchasing the album at the pop-up store, earning PocketCU membership points, and clicking the “Enter” button on the event page. Twenty customers selected through random drawing will receive TOMORROW X TOGETHER’s signed albums and brochures randomly. Events are also available for those who visit in person. At Olympic Square Store’s “Leave a Message of Love” event area, fans can write their own version of “Love Language” on heart-shaped sticky notes, take a photo as proof, and upload it to social media using the hashtags #LoveLanguageCU and #TXT to participate. Fifty participants selected from these uploads will be awarded 5,000-won CU mobile gift cards. To commemorate this collaboration, CU will broadcast audio recordings directly recorded by five TOMORROW X TOGETHER members—HuhungKai, Yeonjun, Beomgyu, Taehyun, and Kai—at every hour from 5 p.m. to 9 p.m. at all CU stores nationwide. This initiative is gaining attention as it offers fans a special experience and represents a new approach to enhancing CU’s brand value.