IPX Opens “K-POP SQUARE” in Hongdae...New Complex Cultural Space Focused on K-Pop IPs Launched

Digital IP entertainment company IPX (formerly Line Friends) reopened on the 20th what was previously the “Line Friends Flagship Store Hongdae Branch” as a K-pop specialized store named “K-POP SQUARE.” This renovation transforms the location into a new type of complex cultural space that connects fans, artists, and K-pop IP trends, marking IPX’s symbolic effort to become a hub for K-pop fandoms. K-POP SQUARE goes beyond a standard retail space by offering experiential content centered around K-pop character IPs and immersive fan experiences. Visitors are expected to directly experience and interact with IPX’s original character IPs, which reflect the artists’ worldviews and personalities, allowing them to enjoy K-pop in a more vivid way. Over the past decade, IPX has leveraged its unique creative capabilities and expertise in IP business to forge close collaborations with major domestic entertainment companies such as HYBE, BTS, ZEROBASEONE, TREASURE, IVE, NCT DREAM, and Starship, thereby leading the K-pop IP market. By partnering with renowned artists like BT21 (BTS), TRUZ (TREASURE), Zeroni (ZEROBASEONE), IDL (IVE), and Dreamies (NCT DREAM), IPX has planned and produced character IPs that reflect their individual styles and worlds, delivering new forms of K-pop experiences. Taking advantage of the K-POP SQUARE rebranding, IPX aims to expand its K-pop-related retail business and further solidify its leadership in the K-pop IP industry. Given that Hongdae is a must-visit destination for Gen Z foreign tourists and a sacred site for K-pop fans, K-POP SQUARE is expected to emerge as a new “hot spot” for fans both domestically and internationally. To celebrate the store’s renovation, IPX is running a exclusive pop-up store titled “Zeroni HOME PARTY” from June 29th, featuring the official character IP “Zeroni” created in collaboration with ZEROBASEONE. This is the third partnership between IPX and ZEROBASEONE; the pop-up launched last May to commemorate the release of their third mini-album received massive attention not only in South Korea but also in China, Japan, Thailand, and Taiwan. A separate standalone Zeroni pop-up was held in December of the same year. This latest pop-up includes various elements designed for fans to create memories, such as a Zeroni photo zone around a giant cake, a handprint zone featuring the members’ prints, and a mirror photo zone decorated with messages written by Zeroni and the members. The pop-up will be held simultaneously in South Korea and China, with plans to hold similar events in Taiwan and Japan in the future. IPX has already expanded K-pop-friendly spaces overseas through locations like “Line Friends Square Shibuya” in Japan last year and “Line Friends Square Universal CityWalk” in the United States in April this year. It continues to plan to offer differentiated K-pop IP experiences to fans worldwide through various partnerships and ongoing innovation.