Hello. This is Realworld. The 'Can This Really Work?' series, which proceeds with the catchphrase 'Delivering all the fun in this world!' Today's topic is pop-up stores.
Last April 2024, there was a hot pop-up store that heated up Seongsu-dong. Together? Chapaghetti? There was a place that gained popularity just as much - the cultural tourism festival pop-up store 'Corner Store' created in collaboration with the Korea Tourism Organization. For this episode of 'Can This Really Work?', we invited planner Hwang Da-eun and PM Jo Hye-in to hear the behind-the-scenes story of this 'Corner Store.'
Q. What kind of pop-up store is 'Corner Store'?
'Corner Store' is a pop-up store that promotes Korea's cultural tourism festivals. Players become part-time workers at a store that's full of fun but somehow suspicious, performing missions, and naturally discover the secret that this place is actually a promotional pop-up store for regional festivals.
Until now, regional festivals have been relatively lacking in attracting the interest of younger generations. So for this 'Corner Store,' we chose a concept that actually hides the festival names to create a plot twist. We first gave players the joy of performing missions in a mart, then connected this enjoyment to regional festivals.
Q. How did you come up with the mart concept?
PM Jo Hye-in, who has loved going to marts since childhood, says that just browsing marts was fun even without buying anything. That's why she planned 'Corner Store' as a space that could embody the joy of festivals, wanting to give the feeling of selling joy that's made in Korea.
Q. What do you think is the secret behind 'Corner Store's' popularity?
Planner Hwang Da-eun cited 'cuteness/novelty/plot twist' as the popularity factors of 'Corner Store.' The mysterious posters on the exterior walls provided cuteness, while the novelty and plot twists made it memorable. And all the MZ-style memes in the posters came from the planner's mind - you can glimpse the phrases and designs that reflect the planners' personalities.
When we first showed this concept to our CEO and team leader, there were concerns about 'Will this work?' However, we were able to push forward with the planners' belief and determination that 'This will work!' Fortunately, the Korea Tourism Organization also understood and supported this B-grade sensibility.
Q. Is there a story behind the CM song?
This song, which would be familiar to anyone who visited the 'Corner Store' pop-up, was also inspired by marts. It wasn't in the project requirements and nobody asked for it, but the planners wanted to create it, so they made it. PD Lee Yu-hyeon, the adorable MC who hosts 'Can This Really Work?', even created a music video for it.
Q. Do you have any memorable anecdotes?
Planner Hwang Da-eun recalls overhearing a conversation between customers who came in near closing time one day, where she directly heard the reactions she wanted as a planner: 'So cute, the AR is amazing, a pop-up promoting regional festivals!' PM Jo Hye-in chose the episode where she bought a panda costume and danced herself, fitting the concept of 'selling joy.' This was also something she did on her own initiative without anyone asking.
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