Pop-up stores are limited by their short duration, often lasting only 15 days, which makes it hard for fans to even notice them, let alone engage deeply. That is why we believe a dedicated space for IP is essential. We want to nurture not just famous IPs, but also those with long-term growth potential.

While they remain pop-up in nature, converting the entirety of Building 1 creates a massive footprint. We are exploring ways to encourage permanent residency, allowing for long-term sales across various spaces, including the Game Museum. We are moving beyond temporary activations to build a sustainable model alongside IP holders and our internal teams.

We wanted to design a space where visitors could touch and feel the content, differentiating it from a simple pop-up. We consulted with various Japanese developers and prioritized Sega due to their deep history—spanning from consoles to arcades—and their passionate global fanbase. Naturally, through introductions and recommendations, we connected with Square Enix and Koei Tecmo to finalize the event.

Both nations have distinct strengths: Korea excels in K-Pop, while Japan dominates in anime and gaming. Our goal is to leverage these strengths to develop an 'offline Korean-Japanese immersive model.' We plan to start with these two countries as a base before expanding into the global market.

The 'IP Universe' space already reflects this vision. By harnessing the high-quality IP and robust fandoms of both nations, we aim to deliver a unique experience that has never been seen before.