- 'ZO&FRIENDS 1st POP UP' at IPX and K-POP SQUARE (K-POP SQUARE) Hongdae Branch will be held from July 30 to August 10... Fans flock to an experience space with the ZO&FRIENDS worldview

- 'ZO&FRIENDS 1st POP UP', designed as a space that combines G-DRAGON's rich imagination, sensibility, and individuality and conveys new joy and emotion through ZO&FRIENDS to everyday life

- Continued expansion of experiential content based on K-POP artist IP to IPX and K-POP Square... Establishing a cultural hub for K-POP fans and global tourists

- IPX provides a differentiated content experience for K-POP fans around the world as a base for global K-POP stores in the US, Japan, and China

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[July 30, 2025] Digital IP entertainment company IPX (formerly LINE FRIENDS) is strengthening its position as the center of K-POP culture by hosting “ZO&FRIENDS 1st POP UP” at the K-POP specialty store “K-POP SQUARE (K-POP SQUARE) Hongdae”. This pop-up commemorates the release of the official character IP “ZO&FRIENDS (ZO&FRIENDS),” which captures the unique worldview and identity of G-DRAGON (G-DRAGON), an artist belonging to the AI entertech company Galaxy Corporation, bringing a new cultural experience to K-pop fans and global tourists.

IPX successfully demonstrated the potential of K-POP IP-based content by successfully showcasing the character IP 'Zeroni (Zeroni) Home Party' with ZEROBASEONE (ZEROBASEONE) along with the renewal of K-POP Square Hongdae in June. At the time, the pop-up was bustling with fans and tourists every day, and was very well received as an immersive experience space where artists and fans could directly communicate.

K-POP Square Hongdae was designed as a cultural and experience hub for K-POP fans and global tourists, and is being transformed into a space where IPX's K-POP IP business expansion strategy is concentrated. This “ZO&FRIENDS” pop-up was planned as an extension of the expertise IPX has accumulated through various K-POP artist collaborations and global IP business development. In particular, since the K-POP Square Hongdae branch was designed so that fans can experience the artist's worldview sensitively, it was decorated as an immersive space that fully captures G-DRAGON's creative sensibility and imagination, making it an impression on K-POP fans and tourists from around the world who visit Hongdae as a mecca of K-culture.

“ZO&FRIENDS,” the main character of this pop-up, has received enthusiastic responses from fans around the world, boasting a high sync rate with G-DRAGON's actual cat and its appeal as a character right after it was released. In fact, this pop-up received explosive interest even before it opened, and the brand film that teased the pop-up recorded 1 million views in just one day, and pre-orders for “ZO&FRIENDS 1st POP UP” held at 11:00 a.m. on the 25th ended after only 3 minutes, proving a strong interest.

PX plans to continue showcasing unique content using not only G-DRAGON but also various K-POP artist IPs such as NCT DREAM and ATEEZ (ATEEZ), centered around K-POP Square Hongdae. IPX not only collaborates with K-POP artists, but also provides differentiated enjoyment to global fans through original character IPs, and will continue to develop K-POP Square into a global cultural attraction showing the depth and diversity of K-POP culture. In particular, the synergy of creating a new cultural trend in K-pop is also expected in the region with cultural symbolism called Hongdae.

An IPX official said, “K-POP Square Hongdae is a space where K-POP fans and global tourists can experience and communicate the artist's worldview,” and “it is significant to be able to present G-DRAGON's unique artistic sensibility and imagination through this 'ZO&FRIENDS 1st POP UP'. Going forward, IPX will continue to expand the range of IP businesses through K-POP artist IPs and original character IPs, and make K-POP Square the center of K-POP culture.”

Meanwhile, IPX is spurring the global expansion of the K-POP IP business by using IPX's K-POP specialty stores in the US, Japan, and China as a base, starting with “ZO&FRIENDS 1st POP UP.” We plan to continue expanding cultural contact points around the world so that fans around the world who love K-pop can experience diverse content unique to IPX.