IPX's MIGHTEEZ POP-UP with ATEEZ a Success at K-POP SQUARE Hongdae
Digital IP entertainment company IPX (formerly LINE FRIENDS) is successfully hosting 'Press, Start! Enter the MIGHTEEZ POP-UP' at K-POP SQUARE Hongdae to celebrate the launch of 'MIGHTEEZ,' a character IP created in collaboration with global sensation ATEEZ. The pop-up runs until October 19th.
This pop-up store, the first featuring the 'MIGHTEEZ' character IP, reimagines the individual personalities and vibes of ATEEZ members with IPX's creative touch, initially unveiled in June. 'MIGHTEEZ' characters are imbued with unique superpowers gifted by each ATEEZ member, symbolizing limitless potential (Mighty) and ATEEZ's identity (TEEZ).
Running from October 11th to 19th, 'Press, Start! Enter the MIGHTEEZ POP-UP' is set to become a new point of connection, expanding the MIGHTEEZ universe into the daily lives of K-POP fans and visitors. The pop-up adopts a 'game' concept that matches MIGHTEEZ's special abilities, allowing fans to explore the MIGHTEEZ world as if they were navigating game stages. The immersive experience is enhanced with a main photo zone featuring real-time camcorder streaming on TV, soft-textured statues, a message zone with messages directly from the members, and a hand-printing zone with their signatures.
This pop-up is significant as the starting point for the long-term MIGHTEEZ IP business that IPX and ATEEZ will develop together. Following ATEEZ's 'GOLDEN HOUR : Part.3' mini album pop-up stores held in LINE FRIENDS SQUARE Sinsa, Japan, the US, and China in June, IPX's strong K-pop IP business capabilities and ATEEZ's global fandom have come together, successfully concluding the event with enthusiastic fan support.
The MIGHTEEZ pop-up garnered significant anticipation among fans even before its launch, with ATEEZ members expressing their interest. ATEEZ member San was seen wearing a 'saniyo' keyring at a concert, and directly mentioning his character in communications with fans, showing his deep affection. Due to ATEEZ and fans' genuine enthusiasm, pre-reservations for visiting the pop-up on October 2nd sold out in approximately 5 minutes.
IPX is actively pursuing wide-ranging collaborative projects with K-POP artists, using 'K-POP SQUARE Hongdae' as a base. Following the 'zeroni Home Party' pop-up with ZEROBASEONE in June, they showcased G-DRAGON's official IP 'ZO&FRIENDS' pop-up in July, reflecting his unique imagination and personality, and unveiled new TRUZ products to commemorate TREASURE's comeback in September. Furthermore, they successfully held the official collaboration character IP 'Dreamiez' pop-up with NCT DREAM, proving their capabilities in the K-POP IP business sector.
MIGHTEEZ, starting with this pop-up, plans to expand into various projects on the global stage. IPX aims to create a differentiated IP culture that grows with the K-POP fandom.
An IPX representative stated, "We hope that fans will have a meaningful experience communicating with the artist in a new way within the unique world of MIGHTEEZ through this 'Press, Start! Enter the MIGHTEEZ POP-UP'. We hope that the special stories that MIGHTEEZ will create will be delivered to fans around the world with positive energy and joy, and IPX will continue to lead the global IP business targeting domestic and international K-POP fandoms."
Meanwhile, 'Press, Start! Enter the MIGHTEEZ POP-UP' is being held simultaneously at K-POP SQUARE Hongdae and Shinsegae Centum City Hyper Ground in Busan. It will continue to meet overseas fans through pop-ups held sequentially in China, Hong Kong, the United States, Japan, and other locations.
About IPX (formerly LINE FRIENDS)
IPX is the new company name of 'LINE FRIENDS', a global character brand that started with original character stickers such as Brown, Cony, and Sally from LINE, a mobile messenger used by over 200 million people worldwide. IPX announced its new name in 2022 and is accelerating the global expansion of its IP business, encompassing both online and offline channels, by diversifying its IP portfolio targeting all age groups and advancing its digital IP business and retail business. In addition to providing various IP experiences such as BT21 (BTS), ZO&FRIENDS, ZEROBASEONE, minini, WADE, JOGUMAN, DINOTAENG, and MNH, it is targeting 50 million MZ generation fans worldwide through strategic partnerships with global companies such as Netflix original content production, Supercell's 'Brawl Stars', HoYoverse's 'Genshin Impact', and Nexon's 'KartRider' IP business. Currently, it has entered 18 countries and regions around the world, including Seoul, New York, LA, Tokyo, and Shanghai, and operates 8 online commerce platforms.
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