Pop Mart opens Korea's 1st regular Hirono store in Seoul's Gwangjang Market
The exterior of the Hirono Gwangjang Market Store, Pop Mart's first regular standalone Hirono store in Korea, is seen at Gwangjang Market in central Seoul, Thursday. Korea Times photo by Yulu Ao
By Yulu Ao
Chinese trend-toy maker Pop Mart has opened Korea's first regular standalone store dedicated to Hirono, one of its most popular intellectual properties (IP), at Seoul's historic Gwangjang Market, as the company seeks to expand the character beyond collectibles and develop it into a lifestyle brand.
The store, which opened Friday in central Seoul, marks Hirono's first permanent retail presence in Korea following a temporary pop-up store in the Seongsu area from April to May. It is also the fourth Hirono-themed store globally, after locations in Shanghai, Bangkok and London, each designed around local cultural references and urban identities.
For Xuan Yilang, better known as Lang, the creator of Hirono, the decision to open in Gwangjang Market was closely tied to both the character's personality and the atmosphere of the neighborhood.
"Korea has a very strong brand culture, and there are many brands loved by young people," Lang said in an interview with The Korea Times. "But I didn't want to choose a place that felt overly commercial."
Lang said he visited Gwangjang Market several times before deciding to open the store there, adding that the market's more than 100-year history, bustling vendors and everyday local culture made it a natural fit for Hirono.
"If Hirono were placed in a very luxurious commercial district, it wouldn't feel quite right," Lang said. "I prefer places that are not entirely commercial but are still connected to the city. Gwangjang Market feels more like something Hirono would do."
Originally created in 2020 as a drawing inspired by Lang's soon-to-be-born child and later launched by Pop Mart in 2021, Hirono has grown into one of Pop Mart's most recognizable intellectual properties alongside globally popular characters such as Labubu. The Hirono IP generated about 1.74 billion yuan ($256 million) in revenue last year, accounting for roughly 4.6 percent of the company's total revenue in 2025, according to the company's annual report.
The opening also reflects Pop Mart's efforts to expand Hirono beyond collectible figurines into a broader lifestyle brand. Unlike conventional Pop Mart outlets that focus primarily on blind-box figures, the Gwangjang Market store offers apparel, home decor items and accessories, alongside toys.
Apparel and lifestyle products are displayed inside the Hirono Gwangjang Market Store in Seoul. Korea Times photo by Yulu Ao
"We want people to experience a more complete brand world, not just blind boxes," Lang said.
Lang said each Hirono-themed store is developed through a process of observing local culture rather than replicating a standard retail format. The Bangkok store, for example, was inspired by the city's floating-market culture, while the London location drew on the industrial history of Brick Lane.
The new store in Seoul adopts a "Passing Station" concept, inspired by the city's subway system, incorporating elements commonly seen in Korean subway stations, including tiled walls, waiting benches and destination boards.
"It's like a stop along a journey, not a final destination," Lang said. "People pause, look around, rest for a while and then continue on their way. That's how I understand life as well."
Lang said Korea presents a unique opportunity because consumer trends evolve rapidly. "New brands, celebrities and trends emerge very quickly here," he said. "But I don't want to chase speed. I'd rather focus on doing each product well."
To mark the opening, Pop Mart has partnered with local merchants in Gwangjang Market, including a nearby mung bean pancake restaurant, to launch a limited-time "Hirono Set" menu for visitors, as part of efforts to connect the store with the surrounding community, according to the company.
Yulu Ao is a reporter with the South China Morning Post. She is currently based in Seoul, writing for both The Korea Times and the South China Morning Post under an exchange program.