(C) CJ Onstyle
SEOUL – Despite the biting mid-winter cold, a long line of eager fans stretched down the street in front of the KREAM Dosan flagship store in Sinsa-dong, Seoul on January 15th. They were all gathered for a single purpose: the "Hello Kitty x Jisoo" pop-up store, a high-profile collaboration between the iconic global character and Blackpink member Jisoo.
The Synergy of Two Global Icons
According to industry sources on the 18th, CJ OnStyle is operating this collaborative space through January 20th. Themed "Exchange Diary," the pop-up brings to life the story of a blossoming friendship between Hello Kitty and Jisoo, who is well-known to be a long-time fan of the character.
The interior is designed to be an "Instagrammable" haven, featuring oversized installations of the duo alongside whimsical spaces styled after diaries, dressers, and vanity tables. Fans can purchase exclusive merchandise, including five types of 40cm plush dolls and 11 varieties of random plush keyrings.
CJ OnStyle secured the domestic distribution rights for the merchandise, while the limited-edition platform KREAM handled the initial launch and planning. MuseM, an entertainment platform, facilitated the intellectual property (IP) partnership.
From Selling Products to Selling "Experiences"
This pop-up is a strategic move by CJ OnStyle to pivot from traditional retail toward "IP Commerce," where fandom drives engagement and loyalty. Last December, the company established a dedicated "IP-X Team" to systematically identify and develop IP-based projects involving characters, artists, and K-content.
The shift follows a string of recent successes. Last October, a collaboration with Pop Mart’s "Labubu" and "Crybaby" resulted in 20 consecutive sell-outs, leading to a 258% surge in new customers aged 20-30. Furthermore, tumblers launched during the KBO League craze sold at a staggering rate of two units per second.
Building a Content Commerce Ecosystem
CJ OnStyle plans to carry the momentum from the pop-up store into a mobile live-stream event in February. The goal is to create a virtuous cycle where fans participate in the IP’s "universe" and naturally transition into customers.
"We view fandom-based IP commerce not as a passing fad, but as an expansion of a consumption trend centered on emotions and experiences," said a representative from CJ OnStyle. "We will continue to strengthen our position as a content commerce platform that attracts new customers and increases engagement through powerful IP."
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