Visitors line up outside Musinsa's "Pokémon Pocopea" concept store, which opened Saturday. [Provided by Musinsa]
Visitors line up outside Musinsa's "Pokémon Pocopea" concept store, which opened Saturday. [Provided by Musinsa]

Shoppers have been flocking to Seoul's Seongsu neighborhood to catch a glimpse of Pokémon, as Musinsa's "Pokémon Pocopea" concept store draws visitors ranging from teenagers to "kidult" fans in their 20s and 30s.

According to Musinsa, foot traffic at its Mega Store Seongsu location over the weekend of Sept. 12 and 13 rose more than 15 percent compared to the same period the previous week.

The event marks the first offline space in South Korea themed around the Pokémon Pocopea concept, launched to celebrate the franchise's 30th anniversary. The store features in-game-inspired sculptures and dedicated photo zones.

Clothing, accessories and lifestyle items drawing on the Pokémon and Pocopea intellectual property are among the highlights. Standout products include a "Pale Pikachu" flat doll keyring with intricate embroidery detail, an offline-exclusive Pokémon Center tissue case, a reel holder, a die-cut sticker set and a keycap keyring.

Customers also receive complimentary gifts with purchase. All buyers get two sticker designs, while additional rewards — including two varieties of sticky-note pads, a glow-in-the-dark Pale Pikachu keyring, and one of three Baku bag designs — are unlocked in tiers based on spending amount.

"We expect strong marketing synergy between online and offline channels, as an online promotional event is running simultaneously on Musinsa and 29CM through Sept. 29," a Musinsa official said.


siuu@heraldcorp.com