The Korea AI Game Association announced that it is recruiting participating companies and indie game teams for the 'G-STAR 2026 PLAY ON & POP UP' pop-up store, which will be held from November 19 to 22 at the B2 plaza of Lotte Department Store Centum City Branch.

The event will operate as a multi-concept pop-up store bringing together major game IPs, indie games, and fan communities to coincide with G-STAR 2026. Held in an indoor space near BEXCO, it will feature game exhibitions and demos, merchandise sales, and fan community programs.

Participating companies will display and sell game and character merchandise while interacting with visitors through game demos and promotional activities. Around 20 indie game teams will also showcase their self-developed games and creative content to check user feedback.

Corporate and vendor booths will be provided with dedicated booth space, while indie game teams will receive flea market counter spaces. To promote participating companies, plans include Lotte Department Store app push notifications, in-store signage, and promotions targeting department store members. Promotional support will also be provided through Korea AI Game Association member channels, press releases, and gaming media outlets.

An official from the Korea AI Game Association stated, "We hope this pop-up store will serve as an opportunity for gaming companies and indie development teams to directly showcase their content to G-STAR visitors and gauge market reaction," adding, "We will prepare an event where game studios, players, and fan communities can interact together."