Shanghai’s “Idol Experience Center” Turns Fans’ K-pop Dreams into Reality

Inside a studio located in a shopping mall in Shanghai, 28-year-old Shirley Chen is experiencing her K-pop idol dream come true. This place is known as “Chen Go,” a K-pop themed “Idol Experience Center” that allows customers to live like their favorite idol stars for a full day. Opened in 2024 by entrepreneur Chen Rong, the center attracts around 40 visitors every day. Customers enjoy idol experiences by dancing to choreographed routines, signing autographs for imaginary fans during mock fan meetings, and more. Visitors can choose from over 200 outfits, some of which are imported from Korea while the rest are custom-made. The interior of the center is furnished with sets that meticulously recreate Korean music program stages and backstage waiting areas. A full package including outfits, shoes, hairstyles, and makeup costs only 329 yuan (approximately 45 dollars). Shirley said this experience center gave her another chance to fulfill a childhood dream. “There are many props here, I can change my clothes, and I can even create videos by myself, so I can realize my dream of becoming an idol. I loved dancing when I was young, but as I grew up, my parents told me to do something that could earn money, which crushed my youthful dreams,” she explained. Chen Rong, the founder of the experience center, is also a huge K-pop fan. Initially, he planned to open a classroom-themed photo studio inspired by scenes in Korean reality TV shows where idols wore high school uniforms. However, after adding fan meeting sets and then expanding the backstage sets, he realized all the elements were related to idol content and transformed it into a comprehensive idol experience center. He said, “I started with a classroom set, then created fan meeting sets, and later added backstage sets. As I expanded this way, I noticed that all the sets were connected to the idol theme, so I thought I could open a comprehensive idol experience center from the beginning.” The experience center appeals not only to fans in China but also to tourists from various countries such as Russia, Japan, and Korea. The center is currently under expansion, with plans to double its size by next month. Chen Rong revealed plans to invite social media influencers as guest hosts and build a stage equipped with projectors. This is an example of how the K-pop fan experience industry is growing into a new economic sector of Hallyu. Shanghai’s “Chen Go” is leading a new trend of expanding Hallyu industry through experience-based services, going beyond the traditional fan economy.