Successful pop-ups are the opposite—they have ‘a clear purpose.’ They’re designed with a distinct ‘why.’ Take the recent ‘Chimchakman’ pop-up store at Shinsegae Department Store in Gangnam, which saw an unprecedented ‘open run’ with 300 people waiting on the first day. While the fame of webtoon artist Lee Mal-nyeon, with 2.44 million subscribers, played a role, the precise targeting of ‘Chimchakman's true fans’ and the explicit goal of ‘genuine communication with true fans’ made the difference. The space, which recreated the studio where he films his YouTube shows, gave fans the feel of visiting the filming set. The response might not have been as enthusiastic if it had been a simple exhibit of Chimchakman's videos or a basic merchandise pop-up. Designed to foster communication with true fans, the pop-up resonated deeply, and the online pre-order tickets sold out instantly.

Recently, the ‘Ghana Chocolate House’ in Seongsu-dong was another pop-up focused on delivering a message. Its purpose was to ‘suggest various ways to enjoy chocolate.’ Following the theme ‘TASTE with FOUR SEASONS,’ it centered on seasonal experiences of chocolate over four weeks—spring, summer, fall, and winter. Special menus were developed exclusively for the pop-up. Customers paid significantly to purchase these special menus rather than receiving free chocolates, finding the new experience refreshing. The Ghana Chocolate House was successful, entering its third season and expanding to Japan. Another intriguing attempt is the Seongsu-dong ‘Uncle Samsik Special Pop-Up,’ launched to promote the new Disney Plus web drama ‘Uncle Samsik.’ The pop-up recreates the drama's set, with actors using the show's dialect to interact with visitors. It even features Sa-il Bakery, a replica of Uncle Samsik’s bakery from the drama, where actual bread is given out. Although it's too early to determine the pop-up’s success, it seems to spark curiosity about the drama by providing a vivid experience.

Pop-ups designed with a clear purpose can achieve remarkable success, even overcoming the traditional constraints of ‘location.’ There’s no longer a need to stick to high-traffic areas like Seongsu-dong. Last year’s hit ‘Spotify x NewJeans’ Bunnyland pop-up was held at Nakwon Arcade. They chose ‘Nakwon Arcade’ for its unique blend of trendy and retro vibes, aligning with the girl group NewJeans’ image. This demonstrates how even the location can be meticulously planned to fit the pop-up’s purpose and concept. The ‘Jeju Wheat Market-Bar’ pop-up was held at Gwangjang Market to leverage Jeju’s retro local image, showing how a non-traditional pop-up venue can synergize with its concept.

Purpose-driven pop-ups extend beyond mere marketing tools to become new business ventures. Limited-edition merchandise sold only at pop-up stores enjoys immense popularity due to its exclusivity. For instance, some fans camped out overnight to buy NewJeans merchandise that was available exclusively at the Bunnyland pop-up last year. At The Hyundai Seoul, the recent pop-up for the popular drama "Lovely Runner" saw its merchandise nearly sell out within just two days of opening, even though it was scheduled to run for about a month. Cross-industry collaborations also create synergies. At the recent ‘Penfield Chill Market’ pop-up in Seongsu-dong, outdoor brand Penfield introduced a collaborative collection with a band, hosting a free live performance to draw traffic. Complementary F&B brands, like the ice cream truck ‘Kigo’ and the American hot dog shop ‘Dog Club,’ joined in, boosting sales through synergistic efforts. Pop-ups maximize traffic effects to drive collective sales.