Hello, this is UniqueGood's Experience Trend Letter. Recently, among the popup stores in Seongsu, 'this place' is said to be hip. 'This place' has recorded 10,000 cumulative visitors over two weeks and a 90% positive response rate from visitors. Which famous brand's popup store could it be? No, it's actually the cultural tourism festival popup store 'Corner Shop' that's the star.
What is 'Corner Shop'?
When you think of regional festival promotion, subway station advertisements probably come to mind naturally. However, this 'Corner Shop,' a collaboration between UniqueGood Company and Korea Tourism Organization, broke away from conventional promotional methods and introduced a new format - popup stores - to reach younger generations. And in Seongsu-dong, the mecca of popup stores, no less.
'Corner Shop' is a mart-concept popup store featuring 15 domestic festivals taking place in May. Rather than standardized promotion, it was designed as a hip space that meets young people at their level, allowing younger generations to enjoy cultural tourism festivals. By exploring this somewhat suspicious but fun-filled space, participants can experience the charm of regional festivals that simple exhibitions cannot provide.
90% of visitors are MZ + Alpha generation, captivating young people
During planning, we wondered 'Will many young people participate in a popup store promoting regional festivals?' But once we opened, these concerns proved unfounded. Trendy people in their 20s were the most frequent visitors to the pre-released online posts, and the actual visiting age demographics showed that MZ + Alpha generations made up 90% of visitors, successfully drawing young people's enthusiastic response.
Actual participant reviews have been consistently positive, with comments like 'It was really fun to experience various regional festivals through games' and 'It was great to learn about regional festivals while having fun experiences.' The positive response rate for the event reaches 90%. Additionally, it's going viral online with about 2,000 shared posts on Instagram.
With the steadily increasing visitor trend expected to exceed the visitor target by more than 3 times, this 'Corner Shop' appears set to remain a successful case study of regional festival promotional campaigns tailored to MZ + Alpha generation sensibilities.
Gaining attention as a trendy experience space, 'Corner Shop'
'Corner Shop,' which achieved unprecedented success for domestic festival promotion, is drawing attention and gaining popularity as an insight trip destination for various companies. Additionally, trend newsletter 'Careet' featured 'Corner Shop' prominently as a 'latest event case that Gen Z responded to,' sharing visitors' authentic voices like 'The experience was so fun that I became interested in the festivals too' and 'This is exemplary promotion.'
And isn't it surprising that the promotional video for a joint promotion by Korea Tourism Organization's Kuala Lumpur office and AirAsia was filmed at this 'Corner Shop'? During the popup store operation period, a familiarization tour team visited and captured the various charms of 'Corner Shop' - we're excited to see what results this will produce.
'Corner Shop,' which will serve as a good reference case for tourists interested in regional tourism or festivals, as well as industry professionals, operates from April 12-27, 2024, at UniqueGood Company's offline space 'Realworld Seongsu' located in Seongsu-dong, Seongdong-gu, Seoul. With limited operating time remaining, we hope you'll hurry to visit, and we conclude this Experience Trend Letter.