- Fujiwara Hiroshi's street fashion brand 'Fragment' and the globally popular character IP 'BT21' meet to launch a chic and hip fashion collection globally... Yeouido The Hyundai Seoul opens its first exclusive pop-up store in Korea until December 13

- A pop-up with various photo zones and experience spaces where you can meet BT21, which has been reborn as a stylish fashion brand... Captivating Gen Z, who are passionate about street fashion, and crowds flock even before it opened

- Launching fashion and digital accessories that stimulate the desire to collect not only fashion clothing such as hoodies and fleece jackets, but also plush, key rings, badges, and reuseable bags that meet the lightning of Fragment and sensationally express the all-black BT21

- Pre-launch on the limited edition trading platform KREAM (KREAM) on November 20, and all products were sold out quickly due to a high draw competition rate... leading to a very popular offline pop-up online

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[December 1, 2023] IP BT21, a globally popular character from digital IP entertainment company IPX (formerly LINE FRIENDS), launched the “BT21 X FRAGMENT” collection globally along with “FRAGMENT (FRAGMENT)” by Hiroshi Fujiwara, the master of street fashion, and introduced the first exclusive pop-up in The Hyundai Seoul, and has become a hot topic.

Fujiwara Hiroshi (Fujiwara Hiroshi)'s design brand Fragment, a global street fashion designer, producer, and musician, features a unique signature lightning logo and delicate design, and has received strong support from the fashion world through collaborations with high-end brands around the world.

In this collaboration, BT21 was transformed into an all-black with a chic sensibility, stripping away its cute image and showcasing a new appeal as a hip and stylish fashion icon, and has been well received by Gen Z.

IPX launched this collection at The Hyundai Seoul exclusive pop-up store, and the pop-up attracted large crowds even before it opened, reflecting a keen interest in the encounter between the two brands. This pop-up store is drawing attention by vividly embodying the moment BT21 meets the lightning of the fragment and gains powerful power with sensational media images, a photo zone with a model of a house with lightning, LED lighting, and metal lighting. In particular, there is also an experience space using special glasses so that you can experience Space Star BT21, which came to spread love, providing special fun.

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In this collection, BT21, each equipped with a unique lightning logo, showcases fashion apparel such as hoodies, hats, and varsity jackets, as well as plush, key rings, and cell phone cases, attacking the tastes of Gen Z who want a simple yet unique fashion system this winter. People who came across this collection said, “It's a combination of Fragment and BT21... can a character collaboration be this hip?” , “An all-black BT21 with lightning eyes, this is my first time looking chic, so I can definitely keep it in my collection”, “It's a key ring rubber, but it's perfect for styling with a key ring on a black hoodie”, and “My friend, more modern GAZZA right away.”

Meanwhile, this collection was a hot topic, with pre-launch on the limited-edition trading platform KREAM (KREAM) on November 20, recording a high draw competition rate, and all products were sold out quickly. This collection will be available at The Hyundai Seoul until the 13th, and starting today, it will be released sequentially in the US, Taiwan, and Hong Kong, including SNDK (SNDK), the largest limited-edition trading platform in Japan.

An IPX official said, “BT21, which has showcased encounters with Dr. Martin, Converse, etc., now presented a unique collaboration with the unrivaled street fashion brand Fragment,” and “I hope this collection, which captures the appeal of BT21, which has transformed into a trendy yet sophisticated fashion brand, will be a collectible item.”