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NewJeans will open pop-up stores in Seoul’s Gangnam and Hongdae from 11 Aug

There are plans for the NewJeans pop-up store to expand to other regions, including certain parts of Southeast Asia.

Ashley Cheah

| August 5, 2023

K-pop girl group NewJeans just dropped their second EP Get Up (2023). And promotions for the new albums are underway.

This includes performing at the famed Lollapalooza festival, held in Chicago’s Grant Park.

The girls also partnered with digital IP platform company IPX to push out their individual digital characters.

The company was the one behind characters inspired by other K-pop groups, like BT21, which was co-created with BTS. And Treasure’s own line of virtual characters collectively named as Truz.

Read more: Review: NewJeans embarks on the biggest K-pop crossover yet with Tony Leung in new MVs

For NewJeans, these virtual characters are “inspired by [their] iconic Tokki (which translates to bunny in Korean)” mascot,” a press release explained.

Its creators also drew inspiration from IPX’s very own “popular cute miniature IP series minini”. They even made a short cameo in the girls’ recent music video for ASAP (2023).

NewJeans’ own diverse range of merchandise will also feature these adorable little bunnies.

The merchandise line includes usable daily essentials like AirPods cases and baseball caps. There are also other collectables on sale, such as keychains, photo albums and plushies.

Some selected products featuring NewJeans’ bunini and The Powerpuff Girls were available for global pre-order online at the Line Friends Collection website from August 2 to 4.

Separately, to celebrate “the launch of the partnership” between NewJeans and IPX, NewJeans will open pop-up stores. There will be a total of two physical shopfronts, located in Seoul’s Hongdae and Gangnam districts.

While there are only two stores currently, “IPX plans to open more pop-up stores in other regions as well,” said the company.

There are plans to expand the pop-up store concept to other regions, like U.S., China, Japan, and certain parts of Southeast Asia.