BABYMONSTER and TREASURE Spark Fan Frenzy with Pop-Up Stores in China
Global attention is turning toward YG Entertainment as their rising stars BABYMONSTER and TREASURE continue their surge in popularity across China through recently launched pop-up stores.
According to YG Entertainment, BABYMONSTER opened the ‘BABYMONSTER 1ST FULL ALBUM DRIP POP-UP STORE’ in Shanghai on June 9 and in Shenzhen on June 10, building on the momentum from their first Chinese retail activation in Guangzhou earlier this year.
Strategically located in the central lobbies of major shopping malls — high foot traffic zones for people in their 20s to 40s — the pop-up stores featured extensive branding throughout subway connections, entrances, and glass railings. The installations emphasized BABYMONSTER’s growing foothold in the Chinese market.
Fans were treated to a treasure trove of merch: over 100 goods including the group’s first full-length album ‘DRIP’, exclusive tour merchandise from HELLO MONSTERS in Seoul and Japan, photo books, collectible cards, hoodies, knit caps, and more. Due to overwhelming demand, multiple items sold out within days, prompting 2nd and 3rd restocks.
From weekday mornings with parents video-calling their children to help select items, to afternoons when waves of students in school uniforms lined up for entry, the pop-ups attracted fans of all ages — showcasing the formidable appeal of the rookie girl group.
Meanwhile, TREASURE hosted their first-ever pop-up in China inspired by their special mini album ‘PLEASURE’. The venue featured heart-shaped balloon art installations symbolizing the album, drawing fans eager to snap pictures and leave heartfelt messages across entire wall panels. The passionate outpouring reaffirmed TREASURE’s rapidly growing popularity.
Both groups are not only growing their merchandising presence but also expanding their global reach. BABYMONSTER is currently on a 32-show debut world tour across 20 cities — ‘2025 BABYMONSTER 1st WORLD TOUR’ — while TREASURE is engaging fans through their SPECIAL MOMENT fan concert tour, spanning 9 cities across the Americas, Japan, and Asia.
A YG Entertainment representative stated, “We plan to connect with fans worldwide not only through pop-ups but also through fan meetings and live performances. Please look forward to it.”
