'K-POP Demon Hunters' 1st Anniversary Pop-Up to Open in Seoul

An official pop-up store celebrating the 1st anniversary of ‘K-POP Demon Hunters’ will be held in Seoul, with V.M.Y.Friends handling overall operations.

This pop-up is set to open sequentially in major Asian cities starting from Seoul, including Hong Kong, Taiwan, and Singapore. It will operate primarily in the ICONIC ZONE on the second basement floor of Daehyunundai Seoul, and access is limited to pre-booked visitors through Naver reservations. Each reservation allows up to three additional guests besides the booking holder.

Over 60,000 people visited the first official pop-up held in Seongsu last year. This 1st anniversary pop-up was planned more meticulously using fan preference data and operational expertise accumulated from that event. Noting that family visitors and young fans accounted for a large portion of last year’s crowd, it has been expanded to offer a family-friendly experience that caters not only to fans in their 20s but also to kids and family-oriented fandoms.

The pop-up goes beyond a simple product sales space by featuring photo zones that enable fans to experience the film’s universe and storyline in a three-dimensional way.

New official product lines planned and produced by V.M.Y.Friends’ own creative brand, BBD, will also be unveiled. The official Huntrix dolls will be introduced for the first time, along with redesigned versions of last year’s popular items and a wider range of products targeting lifestyle and kids audiences. Specific product lines and designs will be released through separate channels later.

In addition to the pop-up, V.M.Y.Friends operates the ‘K-POP Demon Hunters’ official fan community based on BStage, aiming to create an integrated online and offline fandom experience. Woo Seok, CEO of V.M.Y.Friends, said, “Building on the fan data and operational expertise gathered from last year’s pop-up, we prepared this 1st anniversary pop-up with self-developed products and space design to offer fans a deeper immersive experience.”

Meanwhile, Discovery Channel will broadcast a special documentary titled ‘KPop Shark Heroes’ during this year’s Shark Week (July 26–August 1), in collaboration with ‘K-POP Demon Hunters.’ The documentary features actor and comedian Ken Jeong and Grammy-nominated singer Rei Ami. Jeong provided the voice acting for Bobby, who plays the manager of Huntrix in the film, while Rei Ami performed the singing parts for Zoey, a member of Huntrix. The program focuses on launching campaigns to improve shark awareness in East Asia and globally following shark sightings in waters near the Korean Peninsula. ‘KPop Shark Heroes’ is produced by Will Packer Media and Anomaly Entertainment.