ENHYPEN’s ENCHIN Pop-Up Draws Massive Crowd at Ipark Mall…Food and Beverage Sales Rise 22% in First Weekend

ENHYPEN’s official character “ENCHIN” pop-up store is operating from May 21 to 31 at the Dopamine Station on the 3rd floor of Living Park at Seoul’s Yongsan Ipark Mall. The store received such high demand that all online reservation slots were filled up before it even opened, and during the first weekend of its operation, sales at nearby food and beverage stores increased by 22% compared to the previous week.

The pop-up space is designed around the concept of ENCHIN hiding in secret pockets inside fans’ bags. Various interactive elements such as a character photo zone, an animation video area, and photo booths are available on site, along with merchandise like keychains, photo card holders, and pouches. Design elements tailored to each character’s personality and universe enhanced fans’ immersion in the experience.

The number of visitors to Living Park and the Dopamine Station area surged significantly over the weekend, resulting in increased cross-selling within the mall. After visiting the pop-up, customers tended to spend time both at food and beverage stores and at stores selling character and game-related items, strengthening a consumption pattern centered around fan-centric content.

Ipark Mall has been continuously expanding its lineup of fan-driven content such as K-POP, characters, and games, with a focus on the Dopamine Station. During popular IP pop-ups, the mall has seen an increase in customer stays along with sustained cross-selling effects.