Digital IP entertainment company IPX (formerly LINE FRIENDS) opened the second pop-up “SWEET Dreamiez POP-UP” for the official collaborative character IP “Dreamiez (Dreamiez)” created with NCT DREAM at K-POP SQUARE (K-POP SQUARE) in Hongdae, and continues to grow as a K-POP character IP.
Dreamies is an official collaborative character that reinterprets the personalities and moods of NCT DREAM members with IPX's creative approach. NCT DREAM members were born by directly participating in the entire production process from the planning stage to the character's appearance, name, personality, and taste settings, and Dreamiz, which received the attention of fans at the same time as the release, introduced the first pop-up “Dreamiez's Dream Forest” in September of last year, followed by the second pop-up “SWEET Dreamiez,” and continues to create buzz through continuous storytelling.
In fact, Dreamz hit global fanaticism at the same time as its launch, and pre-sales of the second lineup in major countries and regions, including Korea, China, and Japan, recorded an increase of approximately 37% compared to the first pre-order sale during the same period. The fact that it continues to grow despite continuous development shows that Dreamz is an IP that receives a high level of attention from fandoms. Also, the SWEET Dreamiez POP-UP pre-order, which took place on the 27th, ended after 3 minutes, and the fans' unwavering love for Dreamies stood out once again.
SWEET Dreamiez POP-UP, which runs until the 15th, welcomes global fans with a sweet and lovely concept, adding an even more special meaning in conjunction with the White Day season. The pop-up space includes a photo zone filled with gift boxes prepared by Dreamys, a photo spot with large statues made of soft fur material, and a message zone where Dreamys can freely express their feelings, giving visiting fans a sense of immersion where they can immerse themselves in the Dreamys universe. In particular, this theme features Dreamies transformed into a dessert all over the pop-up, so that visitors can enjoy a different kind of fun.
This product lineup combines pastel colors with elements such as stars, candy, and clouds to add a cozy and cute appeal. There are various theme lines such as plush, mini key rings, photo holder key rings, and random card stickers, as well as basic lines such as Dreams' face plush, bag charm pouch, and face string pouch. Also, this pop-up further increased accessibility for overseas fans by combining offline on-site sales with online sales.
IPX is expanding global fan accessibility by creating a structure where character IPs continue to grow through simultaneous online and offline sales, and presenting a virtuous cycle model for the K-POP IP business.
An IPX official said, “This SWEET Dreamiez POP-UP is the second story of Dreamies prepared to repay the enthusiastic response of fans after the first pop-up, and it is significant in that it continues to be in touch with global fans,” said an IPX official. “We will continue to expand the influence of IP through storytelling unique to Dreamies and provide a differentiated experience for fans around the world.”
Meanwhile, 'SWEET Dreamiez POP-UP will be held simultaneously at K-POP Square Hongdae and at Shinsegae Centum City in Busan. We will continue to meet fans around the world through global K-POP specialty stores such as Shanghai, Beijing, Bangkok, and Tokyo.
