- bemyfriends Launches Pop-Up at The Hyundai Seoul, Delivering an Integrated Fan Experience Across Products, Space, and Operations
- 59 new merchandise items unveiled, including the official HUNTR/X plush, with an expanded kids and family-targeted lineup
- Strong early interest as advance reservations fill up rapidly, with family visits expected to grow during Korea's Family Month
SEOUL, Korea – May 21, 2026 – Global fandom business company bemyfriends today opens the 〈KPop Demon Hunters〉 One Year Anniversary POP-UP in partnership with Netflix at The Hyundai Seoul.
As the project's lead operator, bemyfriends focused on a space concept that highlights Korean aesthetics. The pop-up combines the fan-favorite "Derpy Tiger" character with hanok-inspired interiors, creating a differentiated fan experience designed to welcome a broad audience, from families to international tourists.
The pop-up is located in the ICONIC ZONE on the second basement level of The Hyundai Seoul, with the entire space designed as a single fan experience journey. Visitors begin at the Photo Zone, where interactive content reflects the mood of the film, then move on to the MD Zone to explore both new and bestselling merchandise, before completing their visit at the Checkout Zone.
On site, bemyfriends presents a new official merchandise lineup planned and produced through its in-house creative brand 'BBD'. The signature item, the HUNTR/X plush, has drawn strong fan attention since its pre-release reveal and stands as the flagship product of the lineup.
The new collection comprises 59 items in total, including refreshed versions of fan-favorite products alongside expanded category offerings. Character-based items inspired by HUNTR/X and the Saja Boys—such as cushion keychains—are joined by a dedicated kids lineup featuring sketchbooks, 12-color colored pencil sets, kids jersey T-shirts, three-pack kids socks, and kids pajama dresses.
This lineup has been planned with visitors of all ages in mind, including families. Reflecting the growing share of family visits, bemyfriends has expanded its experiential product mix with items such as hairpieces, nail stickers, and glitter crossbody bags. The result is a curated shopping and experience offering tailored to families during Korea's Family Month.
The pop-up also features a range of participatory programs, including SNS engagement events tied to the Photo Zone and tiered purchase gift promotions. Visitors who upload their Photo Zone content to social media and verify their post will receive a limited-edition anniversary fan, while those spending above a set threshold will receive a randomly selected HUNTR/X or Derpy PVC keychain. A first-come, first-served "Derpy balloon" giveaway further enhances the on-site experience for young visitors.
Following a rapid sellout of advance reservation slots upon launch, the pop-up will operate through June 3 via both Naver Booking reservations and on-site walk-ins. bemyfriends has implemented an integrated online-to-offline operations system to maximize visitor convenience.
Sejung Ha, CBO of bemyfriends, said, "With Family Month in mind, we expanded this pop-up to include more kids- and family-focused merchandise and hands-on experiences so that family visitors and fans of all ages can enjoy it together. As an IP with a global fandom, we are committed to extending this into offerings that resonate with 〈KPop Demon Hunters〉 fans worldwide, while continuing to design more refined fan experiences based on fan behavior and preferences."
The 〈KPop Demon Hunters〉 One Year Anniversary POP-UP begins in Seoul and will expand from June to Daegu, followed by major Asian cities including Hong Kong, Jakarta, Singapore, Bangkok, Taipei, Taichung, and Kaohsiung. Through this tour, bemyfriends aims to broaden its points of connection with fans across regions and create more opportunities to engage with them directly through localized fan experiences.
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