[Feb. 11, 2026] Digital IP entertainment company IPX (formerly LINE FRIENDS) has released the first exclusive pop-up for the virtual idol group PLAVE (PLAVE)'s companion pixel bundle MMMM (Mememimu) at K-POP Square Hongdae today (11th), and it has received enthusiastic responses.

Since its debut in 2023, PLAVE proved its potential in the virtual idol market in a short period of time with unprecedented steps such as various music charts, No. 1 in music broadcasts, entering Gocheok Sky Dome, and touring Asia. PLAVE, which has been actively building a worldview and character narrative through MMMM as well as musical activities, is presenting a new character-centered fan experience through this collaboration with IPX.

The main character of this pop-up, “MMMM (MMMM),” is PLAVE's companion pixel bundle, and is five alien creatures composed of meymu (meymu), moi (moi), miimu (miimu), muhmo (muhmo), and meowmi (meowmi), reflecting the characteristics of the members. Once an unpopular character, they were small, insignificant beings waiting to die out soon, but in the story of meeting PLAVE members and being reborn with their current bright and lovely appearance, they have become family members who live together with the current members and form emotional bonds with fans.

Since MMMM was officially released through PLAVE's live broadcast in January 2025, it has appeared in music videos and rapidly expanded its fandom through communication through its own Instagram account “Memimu (@mmmm_official_mmmm).” In addition to her social media channel, which has around 80,000 followers, she continues to be a hot topic even though she is a character in the early stages of her appearance.

MMMM's first exclusive pop-up is regarded as an example of IPX's extraordinary proactive approach in the virtual IP market. IPX focused on the growth potential of the virtual market by making an initial investment in PLAVE's production company VLAST (VLAST) in 2022, and began expanding MMMM to offline spaces based on accumulated IP business know-how and creative capabilities. In fact, the pop-up pre-order, which took place in the past 5 days, was closed 5 minutes after more than 10,000 concurrent users made a reservation at the same time as it opened. This pop-up is highly anticipated as a starting point for showing that character IPs derived from virtual can provide sufficient immersive experiences even in real spaces.

The feature of “MMMM Baby Room” is that MMMM is reinterpreted based on the concept of “Baby (Baby),” and the character's worldview is incorporated throughout the space. When entering the pop-up, a large MMMM statue greets visitors, and the appearance of PLAVE members being together in a room reflecting the tastes of MMMM who has transformed into a baby is added, which naturally induces immersion. Baby MMMM doll costumes welcome fans and are popular as an essential certified shot course.

The product lineup has also been further expanded to 17 types in line with the baby concept. In addition to costume dolls, various products that can be used in everyday life, such as key rings, mobile charms, crossbody bags, string pouches, and metal cheering stick straps, have been prepared, and a surprise doll event has also been held on site, bringing fans a different kind of fun and memories.

This pop-up will be held simultaneously at K-POP Square Hongdae and Busan Shinsegae Centum City, and admission is possible through on-site reservations starting on the 12th. They can also be found sequentially at LINE FRIENDS Square Myeongdong, online stores, and KakaoTalk gifting.

An IPX official stated, “MMMM Baby Room Popup is a collaboration that proposes a new type of IP experience where virtual idol characters can directly interact with fans in an offline space,” and “We plan to continue showcasing the potential for character IP expansion in a way unique to IPX across the virtual field, including K-pop.”

Meanwhile, the 'MMMM Baby Room' pop-up continues its popularity in Korea and is going on a global tour. We will meet fans from around the world in major countries and regions such as Japan, Shanghai, Beijing, and Taipei.