HYBE's Global Pop-Up Stores Attract 630,000 Visitors in First Half of 2025

By Jaewan, Ko

Jul 21, 2025

HYBE's Global Pop-Up Stores Attract 630,000 Visitors in First Half of 2025
Fans are gathered at the pop-up of the character Penechdo of BoyNext Door held in Beijing from February to March. Photo =Hive



In the first half of this year alone, 630,000 people visited Hive's global pop-up store, serving as a window for connecting artists and global fans. Hive will operate more than 57 pop-up stores this year, which has doubled compared to last year, and will visit fans with new regions and themes for the rest of the year.

▶35 pop-ups with fandom tastes... SEVENTEEN's Guangzhou pop-up only found 90,000 people

In the first half of the year, Hive operated a total of 35 pop-up stores, including 28 in Asia, 5 in North America, and 2 in Latin America, attracting 630,000 people.




Hive, which has been running a global pop-up store in earnest since 2019, started with a pop-up selling artist tour MUCH, went through an experiential showroom-type pop-up with the theme of an artist's album, and recently introduced a theme-type pop-up with separate materials such as planned products, specific events, and characters developed by themselves. In both the first and second half of this year, fans are increasing their satisfaction through themed pop-ups.

For example, BTS opened a pop-up store with two themes of 'SPACE OF BTS' and 'MONOCHROME' (Monochrome) to meet 140,000 global ARMY in the first half of the year. The pop-ups of 'SPACE OF BTS' held in Shanghai, Guangzhou, Manila, and Bangkok were organized with the concept of providing practical and daily-friendly mUCH with the aim of expanding daily contact points with fans who are difficult to meet BTS in person.

'SPACE OF BTS', which will be held in Mexico City until August 10, is the second BTS pop-up to be held in Latin America, six years after 2019. The pop-up is expected to attract 50,000 global ARMY pop-ups not only in Mexico but also across Latin America. In addition, local media G1 highlighted the pop-up in Sao Paulo, Brazil, saying, `Fans have been lining up since 5 a.m..'




HYBE's Global Pop-Up Stores Attract 630,000 Visitors in First Half of 2025
A panoramic view of the ENHYPEN pop-up store in Shanghai from January to February. Photo =Hive
Monochrome pop-up with the concept of shipping memories with BTS and ARMY around the world is also popular. The response to the pop-up held from March 13 to April 27 in Chicago, USA, was also hot. Much, such as 'monochrome print camera', which can leave memories of ARMY, attracted attention. On social media such as TikTok, it was a valuable experience to create common memories with ARMY along with a number of unboxing videos" There was a lot of positive reaction from the back.

In the case of SEVENTEEN, the theme of 『SEVENTEEN POP-UP in Guangzhou" itself was opened to enjoy everything related to the artist. The pop-up recorded a whopping 90,000 visitors from March 28 to May 18, making it the single pop-up store with the most fans in the first half of the year. Seventeen's Guangzhou pop-up reflected a wealth of experience factors such as photo zones throughout the pop-up, and increased the immersion and bond of fans by allowing them to see, touch and experience official products that are not easily accessible there. Much that you can do with Seventeen in your daily life was sold, and in particular, lifestyle Much that is highly satisfactory in everyday life such as hoods and other clothes and stationery received great response.

HYBE's Global Pop-Up Stores Attract 630,000 Visitors in First Half of 2025
Viewers are looking around the pop-up at the _SPACE OF BTS_ pop-up held in Manila, Philippines, from March to June. Photo =Hive
Recently, pop-ups featuring artist characters have also been well received. The Hong Kong pop-up of BOYNEXTDOOR's character BBNEXDO, which was held from April to May, attracted more than 25,000 people and received a great response. A total of 20,000 fans also visited the pop-up of TOMORROW X TOGETHER's character PPULBATU held in Chicago, Thailand, and Singapore in June.




▶ More than 57 are scheduled to operate this year, more than double last year...Continued expansion of themes and regions

Hive confirmed the opening of at least 22 pop-ups in the second half of the year and plans to operate more than 57 pop-ups this year. This is more than double the 26 locations held last year. The host country and region will nearly double from 13 last year to 23 this year, and the theme will be expanded further.

Seventeen's character MINITEEN-themed pop-up was first introduced at Hyundai Department Store's The Hyundai Seoul from April 24 to May 6. The number of visitors who visited the place for 13 days exceeded 13,000 and ended successfully. With this momentum, Hive confirmed pop-up openings in eight cities around the world in the second half of the year. In particular, the pop-up, which will be held in Shanghai from the 26th of this month to the 31st of next month, and the pop-up, which will be held in Manila, Philippines from the 15th of next month to September 28th, are expected to be the most popular pop-up in the second half of the year.

HYBE's Global Pop-Up Stores Attract 630,000 Visitors in First Half of 2025
Visitors are looking around the pop-up at the _Artist-Made Collection by SEVENTEEN_ pop-up held in Nanjing from April to May. Photo =Hive
The artist character pop-up, which showed the power of the Hive pop-up in the first half of the year, will continue with the Minutin pop-up. Until the 27th of this month, BoiNext Door's Penechdo pop-up is being held in Shanghai, and Tomorrow X Together's Hornbatu pop-up has confirmed its operation in Taipei from August to September.

ENHYPEN's World Tour 'ENHYPEN WORLD TOUR'WALK THE LINE'IN U.S. & EUROPE' is also planned to open ENHYPEN pop-up stores in London, Paris and some parts of the United States.

HYBE's Global Pop-Up Stores Attract 630,000 Visitors in First Half of 2025
Fans are looking around the pop-up at TOMORROW X TOGETHER's character Hornbatu pop-up in Singapore in June. Photo =Hive
Pop-ups will also be held in new regions to meet global fans. In Chongqing, the Kowloon Batu pop-up is planned for September. Fans will be greeted by a mini-teen pop-up in Nanjing from July to August, a pop-up in Cebu, the Philippines, where you can meet artist-organized Much in August, and a pop-up in 'SPACE OF BTS' in December.

"Hive has been planning and operating pop-ups with various themes in consideration of the unique identity, personality, and fandom preferences of Hive Music Group artists," said an official from Hive IPX Business Division"As we have led the pop-up of artists over the years, we will continue to plan more meaningful and unique spaces in consideration of the needs of artists and fandom and visit fans from more places."," he said.



star77@sportschosun.com