[소셜밸류=박완규 기자] Amid the growing interest in K-characters within the Chinese content market, ‘Pettydust’, a domestic character IP, successfully launched its first exclusive pop-up store in Shanghai, China.
On the 26th, Inabooth announced that it has successfully hosted an exclusive pop-up store for ‘Pettydust’ from May 7th to 18th at Bailian ZX Creative Center, Shanghai’s landmark subculture commercial complex.
Pettydust has gained popularity for its concept as a ‘guardian dinosaur’ that devours negative emotions. In line with the character’s features, the pop-up event was also designed leveraging the symbolism of ‘home’, a space where anyone can comfortably express their emotions.
Through a variety of immersive programs such as a stamp tour, a ‘find the guardian dinosaur’ activity, region-exclusive limited-edition merchandise, and capsule toy machines, visitors were given the opportunity to engage with and understand the universe of Pettydust.
Inabooth, which oversaw the overall planning and operation of this pop-up, leveraged its accumulated expertise in IP licensing and pop-up store management to showcase its unique, meticulous spatial design and character storytelling.
Moving away from conventional approaches that focus primarily on merchandise sales, the event was designed to create an immersive environment where visitors could actively engage with the character’s universe, earning high praise from local attendees.
The event also attracted attention as it was held at Bailian ZX, which is known as a major retail and distribution channel. As Shanghai’s premier subculture complex that integrates IP, lifestyle and F&B to draw a massive population, the venue is widely recognized as a global IP business hub.
Launching an exclusive pop-up event in this highly competitive market, where major global IPs from Japan and the United States participate in, objectively demonstrates not only its market competitiveness but also the global expansion potential of K-characters
Meanwhile, Inabooth is an all-in-one IP business solution provider that offers a B2B platform facilitating efficient licensing between character IPs and brand partners, while also providing comprehensive services in both MD manufacturing and global management.
Last March, Inabooth officially established its Shanghai entity to serve as a bridge for China market entry. Now, leveraging the success of Pettydust pop-up event, the company aims to lower market entry barriers for original Korean IPs and systematically lead the localization process.
[저작권자ⓒ 사회가치 공유 언론-소셜밸류. 무단전재-재배포 금지]
