Popular character Hirono finds a permanent home with a themed store in Gwangjang Market

Pop Mart's popular character Hirono has found a permanent home among the mung bean pancake stalls and vintage textile shops in Seoul's Gwangjang Market.

The global toy brand unveiled the standalone Hirono Gwangjang Market store during a media event on Thursday, ahead of its grand opening on Friday. Lang, the artist behind Hirono, and boy band ZeroBaseOne member Sung Han-bin attended the press event.

The shop marks the fourth permanent Hirono-themed location in the world, following those in Shanghai, Bangkok and London.

“We definitely feel very excited and grateful,” said Lang in a written interview with the Korea JoongAng Daily ahead of the media event. “During the Seongsu pop-up took place in May, we received a lot of warmth from Korean fans. That gave us great confidence to bring Hirono back in a more permanent way.” The Hirono pop-up store in Seongsu drew massive crowds.

Amid the bustle of locals and tourists, past rows of fabric merchants and food vendors selling tteokbokki (spicy rice cakes) and hotteok (sweet pancakes with a filling) and up a flight of stairs, visitors will find Hirono right next to a Starbucks on the second floor of the market.

“We focused on blending [the store] into the existing street and market vibe,” Lang said, adding that Hirono's “quiet emotional power” complements Gwangjang Market's character.

"[The shop] does not need to be loud or stand in the center. [...] We did not want the store to feel like a brand being placed on top of the market. We wanted it to sit naturally within the market, next to local shops and everyday scenes.”

Stepping inside the Hiorono store is like entering a Korean subway station. The interior reimagines familiar elements found inside subway stations and trains, including white-tiled walls, stainless steel touches and overhead hand straps. The fitting rooms continue the theme by adopting yellow-tiled walls and doors designed to resemble those of trains.

The design of the space follows a “Passing Station” concept, Pop Mart said, symbolizing Hirono's journey through other cities before arriving in Seoul and embodying Hirono's brand philosophy of “quietly existing along the [everyday] paths that people pass by to offer comfort without clamoring for attention.”

Unlike conventional Pop Mart stores, which primarily focus on figurines, the Hirono Gwangjang Market edition expands the character's lifestyle lineup.

The store offers T-shirts, button-down shirts, striped pants, caps and bags, as well as home decor items, such as picture frames priced at 42,000 won ($27), flower pots at 57,000 won and higher-priced decorative pieces. Visitors can also find phone cases ranging from 35,000 won to 42,000 won and jewelry, including necklaces and earrings, in a higher price range.

“Because Hirono is rooted in emotion and companionship, it feels natural for the IP [intellectual property] to move beyond figurines and become part of daily life,” Lang said, adding, “We hope Hirono can accompany fans in a more immersive way — through what they wear, what they use and the spaces they spend time in.”

Hirono is the first Pop Mart character in Korea to receive a permanent standalone themed store.

Lang attributed the milestone to Hirono's unique emphasis on emotion. “[Hirono] reflects many deep and unspoken feelings that people may find hard to express.

“For us, creating a standalone themed store brings Hirono's emotion and journey into real life.”

During the media event, Sung browsed the merchandise.

“I personally love the Hirono IP [intellectual property], and it was hard to take my eyes off the space because there are so many hip apparel lines and home decor products that are perfect for daily use, in addition to the figures,” Sung was quoted as saying. “I hope that fans will also fully enjoy Hirono's unique sensibilities, along with the delicious food that Gwangjang Market has to offer.”

The brand plans to significantly expand the store's list of products.

To celebrate the grand opening, a map that introduces various local shops recommended by Hirono, will be distributed. Three eateries near the Hirono store entrance will also provide a tailored “Hirono Set,” which includes mung bean pancakes, donggeurangttaeng (Korean meatballs) and saeujeon (shrimp pancakes). The promotional menu will be available for one month starting on Friday.

Located at 88 Changgyeonggung-ro in Jongno District, central Seoul, the store opens from 10 a.m. to 8 p.m.

BY WOO JI-WON [woo.jiwon@joongang.co.kr]