LG Uplus Corp., South Korea’s third-largest mobile network operator, is adopting a fresh approach to appeal to foreign visitors by transforming several of its retail outlets into K-pop-themed stores. This move comes as the company seeks to counter the challenges of a saturated telecom market and a shrinking domestic population. By the end of the year, the carrier plans to revamp 13 stores in key shopping and tourist districts, offering not only mobile services but also exclusive K-pop merchandise from artists like BTS.
The stores will be located in high-traffic areas popular with international tourists, particularly in Seoul and Busan, the two largest metropolitan areas in South Korea. The company hopes to leverage the global K-pop craze to attract new customers, as LG Uplus CEO Hwang Hyeon Sik emphasized in July: “We need to target foreigners to make a breakthrough.”
LG Uplus’ K-pop-themed mobile store in Hongdae, a popular tourist place in Seoul. (LG Uplus)
Initial Success and Future Plans
LG Uplus has already seen promising results with a pilot store in Seoul’s Hongdae neighborhood, a vibrant area known for its music, arts scene, and youth culture. Since the store’s soft launch in May, foot traffic increased by nearly six times, with July sales of K-pop merchandise surpassing 100 million won (approximately $75,324). The shop has become a popular stop for foreign tourists, especially those looking for items like BTS albums and light sticks.
The early success has prompted LG Uplus to consider expanding the concept nationwide. The Hongdae store has quickly gained a reputation as a must-visit spot, alongside popular local chains like CJ Olive Young, a top beauty retailer in South Korea.
Tailored Mobile Services for Tourists
In addition to K-pop merchandise, LG Uplus is also exploring new mobile service offerings, such as prepaid SIM cards and customized roaming plans, designed specifically for international tourists. The company is gathering feedback from foreign customers to better shape these services and dominate this niche market.
With its primary competitors, SK Telecom and KT, yet to introduce similar themed stores, LG Uplus is positioning itself as a trailblazer. By merging South Korea’s telecommunications services with the global appeal of K-pop, the company hopes to differentiate itself in a highly competitive landscape.
By tapping into the global K-pop phenomenon, LG Uplus is taking bold steps to sustain growth amid evolving demographic challenges at home and expanding its appeal to international tourists.
<Student Reporter Jayson Park>jaysonpark0809@gmail.com
Jayson Park is a 9th Grade student in Chadwick School
