Comprehensive content company Haksan (Haksan Publishing) (CEOs Dong-Hoon Jeong, Wook Jeong, and Young-Ah Yeo) will host the final 2026 pop-up event for the popular IP "Blue Lock"—which has surpassed 65 million cumulative copies sold worldwide—at The Hyundai Seoul from October 1 to 7.
"Blue Lock" is a soccer survival story where 300 prospective forwards engage in a fierce competition to become the world's best striker. Setting the original work's key arc "NEO EGOIST LEAGUE" as its main theme, this event introduces new Korea-exclusive official merchandise featuring character visuals and iconic scenes. Haksan Publishing previously received high acclaim from fans for the self-designed and produced merchandise at its Animate pop-up events in January and May this year, and plans to build on that momentum at The Hyundai Seoul with a diverse new lineup of enhanced quality.
In particular, a special book lineup newly designed exclusively for the domestic market will be revealed at the event venue. The "Blue Lock KICK OFF PACK," covering the story's prologue, and the limited edition of Blue Lock Volume 37, which covers current developments, will both be available. Among these, only 500 sets of the "Blue Lock KICK OFF PACK" will be sold as a limited release at The Hyundai Seoul pop-up, adding to its rarity. This lineup is structured so that anyone—from fans introduced through the anime to long-time manga readers—can enjoy the story of Blue Lock, from its early chapters to the latest narrative.
Young-Ah Yeo, CEO of Haksan Publishing, stated, "'Blue Lock' is a property that has established an unrivaled fandom spanning from book volumes to media mixes. Beyond publishing, Haksan is continuously expanding the reach of the franchise by diversifying touchpoints with customers through pop-up stores, merchandise, and more." She added, "To repay the support shown at previous events, we meticulously planned this pop-up at The Hyundai Seoul with exclusive merchandise and limited special books to deliver an even higher level of quality. Moving forward, we will continue to offer premium fan experiences across various avenues to elevate the IP's value." Detailed information regarding the event will be released sequentially through official social media channels.
