CJ OnStyle, the commerce unit of CJ ENM, said on Jan. 15 it is running a 'HELLO KITTYxJISOO' pop-up store with Kream through Jan. 20 at Kream's Dosan flagship store in Seoul's Gangnam district.
The pop-up is a collaboration project between global character Hello Kitty and artist Jisoo. CJ OnStyle is responsible for domestic distribution of some products, while Kream handles an early release of limited editions and planning. The collaboration products were previously released on Kream through a draw system and drew strong interest.
The pop-up theme is an 'exchange diary'. The space reflects a setting in which Hello Kitty and Jisoo become fans of each other and build a friendship. Visitors can buy collaboration products on site, including Hello Kitty dolls and random keyrings.
A CJ OnStyle official called it a content-commerce case combining IP and fandom, and said it would expand artist-character collaborations.
Seulgi Son
sageson@d-today.co.kr