ZEROBASE INTERNATIONAL operates YIEYIE pop-up store at Lotte Department Store Myeongdong — 17 days on the Kinetic Stage

YIEYIE, the bag brand of ZEROBASE INTERNATIONAL Co., Ltd. (CEO Kang Seung-bo), operates a pop-up store for 17 days from May 26 to June 11 on the Kinetic Stage on the 9th floor of Lotte Department Store's Myeongdong main store. Located directly in front of the escalator, the spot naturally draws customers moving between floors and international tourists visiting the duty-free shop on the same level.

The pop-up showcases seasonal products centered on YIEYIE's bag lineup. Counters and hangers are set up so visitors can pick up products and check the fit firsthand. Opening hours are 10:30 a.m. to 8:30 p.m. on Fridays, Saturdays, and Sundays, and until 8:00 p.m. Monday through Thursday.

During the pop-up, benefits include 10% off bags and brand goods gifts. Every buyer receives a brand sticker, a YIEYIE keyring, and a shopping bag, while those spending 300,000 won or more also receive a YIEYIE scarf. A keyring is also given to customers who follow the official Instagram account (@yieyie_official).

Over the course of the pop-up, some 70 fashion influencers visited the store, tried YIEYIE products on, and shared them on social media. The organic content created by influencers contributed to raising brand awareness and demonstrated the marketing impact of connecting online and offline.

ZEROBASE INTERNATIONAL directly handles the space planning and styling, promotion, and on-site operations for the pop-up. The structure is one of validating its own brand at an offline touchpoint in a major department store's main branch and feeding the response back into product planning and future distribution.

ZEROBASE INTERNATIONAL Co., Ltd. is a K-brand distribution and curation company based in Seongsu, Seoul. It operates on four pillars: domestic distribution (home shopping and online malls), the Seongsu flagship complex, global export, and brand incubation.