Mario Outlet, one of the landmark outlet malls in Gasan Digital Complex, is transforming into an experiential cultural complex based on global intellectual property (IP).

On the 29th, Mario Outlet unveiled its roadmap and detailed execution plan during the 'MGM IP Universe 2026' media day held at the Mario Carte Knit factory in Geumcheon-gu, Seoul. The event was attended by Mario Outlet Chairman Hong Sung-yeol, as well as representatives from various gaming and IP companies.

MGM IP Universe 2026

MGM IP Universe 2026 is a large-scale renewal project that will convert the entire first building of Mario Outlet into an IP-based experiential space. This will create a complex content hub featuring diverse intellectual properties from Korea and Japan, including games, animation, characters, and K-pop. Notably, at the time of opening, visitors will be able to explore pop-up stores, collaboration cafes, and museums from major Japanese game companies such as Sega, Square Enix, and Koei Tecmo.

The MGM IP Universe will introduce Korea's first 'Game Heritage Archive,' which encapsulates the history of the Korean and Japanese gaming industries. It will offer a phased rollout of experiential and consumer content, including a retro arcade zone, a global game IP theme zone, collaboration cafes, F&B spaces, and limited-edition merchandise stores.

Mario Outlet plans to expand its global business based on Korea-Japan IP cooperation through a specialized game complex pavilion and game museum, spanning approximately 3,300 pyeong. The goal is to build a next-generation business model that integrates content, retail, and entertainment.

Chairman Hong Sung-yeol stated, "I initiated the MGM IP Universe because I believe that the future can only change if the spaces where we meet our customers change. As Geumcheon is a place where Korea's industrial history is deeply rooted, we aim to open "Mario Outlet 2.0" here to usher in a new era."

Mario Outlet will no longer be just a space for shopping. It is evolving into an experiential complex where diverse global IPs—ranging from games and animation to characters and K-pop—come to life. Chairman Hong introduced the MGM IP Universe 2026 as the beginning of this vision, with Mario Outlet set to showcase a new platform through Korea's largest IP experiential space.

The game museum, in particular, aims to be the largest of its kind in the world. Spanning approximately 3,300 pyeong, the space is designed not just for display, but to capture the history and heritage of gaming while providing new inspiration. The goal is to create a content space that encourages visitors to return, stay longer, and engage deeply.

"I hope this becomes a stage of new opportunities for young artists and creators in Korea and Japan," Chairman Hong said. "I want creators and fans who love subculture to meet freely, collaborate, and build a new culture together."

Complex IP Space - Game Museum, IP Mall, Universe

Lee Jung-hoon, General Producer of MGM, then introduced the overall project. The project aims to connect the records of long-standing gaming culture to current platforms. It will proceed in three directions: the Game Museum, the Mario Outlet IP Mall, and the MGM IP Universe.

The museum is designed as a 'Game Heritage Platform' that combines documentation, exhibition, experience, and connection, rather than a simple display. The vision is to create a hub that preserves and allows visitors to experience gaming culture by integrating time, space, and content.

The Mario Outlet IP Mall is planned to transform existing commercial facilities into IP-based experiential spaces rather than simple retail outlets. By connecting exhibitions, experiences, merchandise, cafes, and AI content along a single path, the structure is designed to allow visitors to view the IP, experience its worldview, and then stay and consume.

The IP Mall is designed as a complex platform for continuous IP experiences rather than one-off pop-ups. Each floor will feature different IPs and content to ensure a natural flow from viewing to experiencing and consuming, with plans to expand into various special exhibitions in the future. The first lineup will be revealed on May 1st.

The MGM IP Universe will feature participation from companies such as Sega, Square Enix, Koei Tecmo, Kakao Games, and SAMG Entertainment. The Sega exhibition, in particular, will highlight the company's history, featuring hardware and titles from different eras—such as the Samsung Gam*Boy, Game Gear, Mega Drive, Sega Saturn, and Dreamcast—alongside a photo zone recreating a 1990s living room.

Through this project, Mario Outlet aims to become a space where game IPs are connected into a single world. The goal is to convert brand assets into experiences and experiences into consumption, moving beyond retail that simply displays game IPs to creating a space where the brand's worldview and emotions can be experienced firsthand in the real world.

Greetings from Koei Tecmo, Sega, and Square Enix

Representatives from the companies joining the start of the MGM IP Universe shared their remarks.

Koei Tecmo President Hisashi Koinuma said, "Koei Tecmo has created games across various genres, including strategy simulations, action, and romance games for female audiences. We have reached this point thanks to the support of our global fans."

Koei Tecmo joined the project to increase awareness of its IP in Korea. President Koinuma noted, "Korea is a very important market," and expressed his desire to introduce Koei Tecmo to more people, starting with IPs well-known to Korean fans such as Romance of the Three Kingdoms and Dynasty Warriors, while also introducing various other IPs.

The MGM IP Universe will sell various Koei Tecmo game-related merchandise and host a Dynasty Warriors: Origins collaboration cafe. "I hope these diverse efforts serve as an extension of cultural exchange between Korea and Japan," Koinuma added.

Sega President Shuji Utsumi also expressed his gratitude to Korean fans for their support and explained the background behind Sega's participation in the MGM IP Universe. Sega has recently been pursuing a 'transmedia' strategy, expanding its diverse IPs beyond the framework of games into various media and products. Participation in the MGM IP Universe is seen as part of this direction.

President Utsumi described Korea as a place where passionate fans gather and possess the power to create culture, adding that he is very pleased to share Sega's past and future in such a country.

Sega realized this project by resonating with Mario Outlet's vision. The goal of the mini-museum is to revive nostalgic memories for visitors, while the pop-up store aims to deliver novelty, surprise, and new encounters.

"We will continue to do our best to expand the world of Sega," Utsumi concluded. "I hope you enjoy the MGM IP Universe to the fullest."

SAMG Entertainment Vice President Choi Jae-won stated, "The trend of subculture based on character IP is surging worldwide. I believe Mario Outlet can lead the market and create significant added value through the MGM IP Universe project."

Square Enix is also participating in the MGM IP Universe with a pop-up store and collaboration cafe. Visitors can find games and merchandise from IPs such as Final Fantasy and Dragon Quest, and a collaboration cafe for Final Fantasy VII Rebirth will also be featured.

Producer Yoshinori Kitase said, "I find it very meaningful to be able to connect directly with Korean fans through this opportunity. I hope many people will visit, as they will be able to experience and play various titles firsthand."

Mario Outlet's new endeavor, MGM IP Universe 2026, officially opens on May 1st. Located on the 5th floor of Mario Outlet Building 1, it will feature pop-up stores from Sega, Koei Tecmo, Square Enix, MakeStar, Kakao Games, and SAMG Entertainment, as well as a Final Fantasy VII Rebirth collaboration cafe and the Sega Mini Museum.

On-site Photos