From Shin-chan to Pokémon: Popular characters galore at Shinsegae Department Store’s Gangnam branch

[Financial News] Shinsegae Department Store is stepping up efforts to attract younger customers by putting popular characters and animation intellectual property (IP) front and center.
According to industry sources on the 26th, Shinsegae Department Store will run the “Blokees x Hobby Soul Heart-Pounding Character Festa” through November 3 at the Open Stage on the first floor of Central City at its Gangnam branch. The event features global toy and figure brand Blokees and character merchandise specialty shop Hobby Soul.
With demand for character and IP content growing, Shinsegae Department Store’s related sales from January through September this year at least doubled compared with the same period last year. In response, the department store has set up a large-scale pop-up store where visitors can find everything from popular characters to animation and game IPs in one place.
The pop-up will showcase around 950 popular products from Blokees and Hobby Soul. It will sell figures based on some 50 popular global IPs, including DC, Star Wars, Pokémon and Naruto, as well as character merchandise featuring popular names at home and abroad, including Shin-chan, Sanrio, SpongeBob SquarePants, Hatsune Miku, the Minions and Monchhichi.
The pop-up will also feature limited-edition products available only at the Gangnam branch. Highlights include the “Blokees Hatsune Miku Strawberry Shortcake Limited Edition” and the “Blokees Neon Genesis Evangelion Action Edition Unit-00 and Unit-02 TV Version.”
The store has also prepared a range of hands-on content. At the entrance, it has set up a photo zone featuring popular characters and large three-dimensional figures, as well as an exhibition space where visitors can take a close look at plastic model kits and character merchandise.
A Shinsegae Department Store official said, “Popular characters and fandom-based content are becoming a new reason for younger customers to visit department stores.” The official added, “We will continue to seek out distinctive IP content and create spaces where people can enjoy both shopping and their personal interests.”

[email protected] Jang Yu-ha Reporter