

‘Fatty is crying~’, ‘I got a waiting list of 800…’.
The ‘FC Seventeen Eleven with K League X Sanrio Characters Pop-up Store’ was a literal ‘smash hit’, with 600 people at the ‘open run’ and over 25,000 cumulative visitors in three days. The Korea Football Association (KFA), Korea SEVEN (CEO Kim Hong-cheol), and Sanrio Korea (CEO Otsuka Yasuyuki) joined hands to open the ‘FC SEVEN Eleven with K League X Sanrio Characters Pop-up Store’. The combination of the ‘trendy’ K League and the ‘hot’ Sanrio, along with 7-Eleven, which has a wide distribution network, attracted fans.
It’s easy to see why pop-up stores have become so popular. There are plenty of elements to catch the eye of K League fans and the general public. The K-League pop-up store is located in the atrium and World Park Square on the first floor of Lotte World Mall in Jamsil, Seoul, with the theme of ‘K-League with Sanrio players at FC Seventeen Eleven Stadium’ and the indoor space is decorated as a player locker room. Various products such as jerseys, mufflers, dolls, and luggage collaborated by K League and Sanrio Characters were on sale, and a ‘Sanrio Characters Photoism Booth’ was set up where visitors could take pictures with Sanrio Characters wearing their respective club jerseys. The outdoor space was organized in the form of a soccer field where various events could be held, including a large Hello Kitty photo booth and a Sanrio Characters back wall with the jerseys of each K League club.
Fans responded enthusiastically. The K League pop-up store started with a pre-opening day on the 18th and officially opened on the 19th. On the 19th, despite the sweltering weather, there was a line of more than 600 people waiting in line two hours before the store opened. In particular, major popular items such as doll key rings, jerseys, and sticker sets were sold out due to the large number of K League and Sanrio fans who flocked to the store from the first day. The pop-up store set a record for the highest single-day sales among Lotte Department Store pop-up stores nationwide. Fans continued to flock to the store over the weekend. The frenzy continued, with more than 600 people waiting in line every day. As a result, the K League pop-up store averaged more than 8,300 people per day for the first three days of its official operation. The total number 토토사이트 추천 of visitors was over 25,000. In addition, more than 4,000 people took photos at the photo booth in the indoor space.
It didn’t end there. About 10,000 people visited the ‘Children’s Soccer Class with Park Joo-ho’ and the ‘2v2 soccer tournament with K League and soccer creators The2Top’ held in the outdoor space. People also participated in and watched events and took photos at the outdoor photo zone.
Reactions have also been pouring in online, including social networking services (SNS). Fans have been sharing information on SNS, from waiting reviews to ‘unboxing’ stories. At the K League Cup held on the 20th and 21st, fans wearing merchandise purchased from the pop-up store could be seen at the stadium.
The Korean Football Association said, “Fans who visit the pop-up stores often come wearing their favorite K League jerseys. It seems that pop-up stores are being recognized as a new play culture to support and enjoy the K League through various activities such as taking commemorative photos at the photo zone, leaving certified photos of their visit, and participating in various events, not just purchasing goods.
“We decided on the types of merchandise in consultation with Sanrio. The matching of characters and clubs was done by Sanrio by compiling the team colors and stories of K League clubs.” ”Many people of all ages are visiting the K League pop-up store this time. Uniforms, doll keyrings, gym clothes, and mufflers are selling well. Key rings, jerseys, gym colors, sticker sets, etc. are sold out and will be restocked. The response has been good, so we’re considering it positively (including further production). However, there are no finalized plans yet.”
The K-League pop-up store will be open until August 11th. During the pop-up store’s operation, various events will be held to entertain soccer fans, including a children’s and women’s soccer clinic with K League legends, a K League dog festival, and a fan signing session and auction of memorabilia from Team K League players.