IPX has renovated and reopened the 'LINE FRIENDS Flagship Store Hongdae,' located in Hongdae, a popular destination for foreign tourists, as 'K-POP SQUARE Hongdae,' Korea's only K-pop specialized store.

'K-POP SQUARE' is reborn as a new type of K-pop IP complex cultural space connecting artists with K-pop fans worldwide, once again setting a new standard for the K-pop IP business.

K-POP SQUARE kicks off with zeroni, a character IP created in collaboration between IPX and ZEROBASEONE, featuring an exclusive pop-up store, 'zeroni HOME PARTY,' running until the 29th.

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[June 20, 2025] Digital IP entertainment company IPX (formerly LINE FRIENDS) today fully renovated and reopened its 'LINE FRIENDS Flagship Store Hongdae' in Hongdae, Seoul, as 'K-POP SQUARE,' a specialized K-pop store. This renovation is a significant move for IPX, aiming to create a new type of cultural complex that connects fans, artists, and K-pop IP trends, positioning itself as a hub for K-pop fandom.

'K-POP SQUARE' is a new type of K-pop cultural space that goes beyond a retail store, offering experiential content and immersive fan experiences centered around K-pop character IPs. Visitors are expected to directly experience and interact with IPX's unique character IPs, which reflect the worldviews and personalities of artists, allowing them to enjoy K-pop more vibrantly.

With the rebranding of K-POP SQUARE, IPX plans to expand its K-pop-related retail business and further solidify its leadership in the K-pop IP business industry. Given that Hongdae has become a must-visit destination for Gen Z foreign tourists and a mecca for K-pop fans, K-POP SQUARE is also expected to emerge as a new 'hot spot' for both domestic and international fans.

For over a decade, IPX has led the K-pop IP market through its differentiated creative capabilities and IP business expertise, maintaining close collaborations with major domestic entertainment companies such as HYBE, SM, YG, JYP, and Starship. Working with renowned artists like BT21 (BTS), TRUZ (TREASURE), zeroni (ZEROBASEONE), IDLE MININI ((G)I-DLE), and DREAMIZ (NCT DREAM), IPX has planned and produced character IPs that reflect their unique personalities and worldviews, offering new and differentiated K-pop experiences for fans.

Through the rebranding of 'K-POP SQUARE,' IPX has created a space that encompasses various K-pop IPs, aiming to become a hub where K-pop lovers can naturally gather and connect. Moving forward, IPX plans to further advance and specialize K-pop IP experiences for K-pop culture and fans, expanding into a cultural complex that more people can enjoy.

Meanwhile, to celebrate the grand reopening of K-POP SQUARE, IPX is hosting a solo pop-up store, 'zeroni HOME PARTY,' featuring 'zeroni,' the official character IP created with ZEROBASEONE, until June 29.

This pop-up marks the third collaboration between IPX and ZEROBASEONE. Their pop-up celebrating the release of ZEROBASEONE's 3rd mini-album, which opened last May, received an explosive response not only in Korea but also in China, Japan, Thailand, and Taiwan. In December of the same year, zeroni's first solo pop-up was successfully concluded. Driven by enthusiastic fan support, this renewed opening features a variety of content for fans to create memories, including a zeroni photo zone surrounding a giant cake, a handprint zone for the members, and a mirror photo zone decorated with zeroni and the members' handwritten messages. The pop-up is being held simultaneously in Korea and China, with plans to open in Taiwan and Japan in the future.

An IPX official stated, "As K-pop has become a globally beloved culture and a lifestyle, we hope 'K-POP SQUARE' will grow into a K-pop hub where fans and artists can communicate more closely, and global fandoms can enjoy and connect with each other." They added, "IPX has been expanding spaces where K-pop can be enjoyed up close overseas, with the opening of 'LINE FRIENDS SQUARE Shibuya' in Japan last year and 'LINE FRIENDS SQUARE Universal CityWalk' in the U.S. in April this year. Moving forward, we will continue to provide differentiated K-pop IP experiences to fans both domestically and internationally through various partnerships and continuous innovation."