SMG Holdings is launching the first-ever solo pop-up store in Korea in collaboration with global animation studio MAPPA. The 'Chainsaw Man Pop-Up Store by MAPPA×SMG' will be held from April 17 to May 19 at LIMITION on the 4th floor of AK Plaza Hongdae.
AK Plaza Hongdae has established itself as a hub for content consumption among the MZ generation, and it plans to further strengthen its experiential content based on animation IP through this pop-up.
MAPPA is the studio behind global hits such as Attack on Titan The Final Season, Jujutsu Kaisen, and Chainsaw Man. This pop-up is significant as it marks the starting point of a series of joint projects between the two companies, beginning with 'Chainsaw Man.'
SMG Holdings has expanded fan experiences by planning and operating exhibitions, pop-up stores, and cafes using various animation and content IPs, demonstrating its expertise in creating differentiated spaces and merchandise that satisfy fans.
The pop-up store will feature space design and photo zones that reflect the world of 'Chainsaw Man,' visually capturing the atmosphere and narrative of the series.
The event will also unveil original, limited-edition merchandise exclusively planned and developed for the Korean market. These items are part of a Korea-exclusive lineup, adding to their rarity.
Furthermore, this project will not be a one-off event; it is set to expand into a series of rally-style events and follow-up programs linked to future collaborative IPs, starting with 'Chainsaw Man.' The goal is to drive repeat visits while simultaneously expanding the IP experience.
An official from SMG Holdings stated, "This collaboration is highly significant as our first solo project with a global studio. Starting with "Chainsaw Man," we intend to sequentially introduce various IPs and develop this into a long-term content business."
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