- IPX reopened the 'LINE FRIENDS Flagship Store Hongdae Store' located in Hongdae, the only K-pop specialty store in Korea, and 'K-POP SQUARE (K-POP SQUARE) Hongdae Store'

- 'K-pop Square', reborn as a new type of K-pop IP complex cultural space connecting artists and K-pop fans around the world... once again setting a new standard for the K-pop IP business

- IPX and ZEROBASEONE (ZEROBASEONE) open “K-POP SQUARE” with the character IP Zeroni (zeroni)... Exclusive pop-up store “zeroni HOME PARTY (zeroni HOME PARTY)” will be held until the 29th

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[June 20, 2025] Digital IP entertainment company IPX (formerly LINE FRIENDS) today (20th) opened a new “LINE FRIENDS Flagship Store Hongdae” in Hongdae, Seoul, as a K-pop specialty store “K-POP SQUARE (K-POP SQUARE)”. This renewal is a new type of complex cultural space connecting fans, artists, and K-pop IP trends, and is attracting attention as an iconic move by IPX to become a hub for K-pop fandom.

“K-POP SQUARE” is a new type of K-pop cultural space that goes beyond retail space and provides experiential content and immersive fan experiences centered around K-pop character IPs. It is expected that visitors will be able to directly experience and interact with IPX's unique character IPs that reflect the artist's worldview and personality, and enjoy K-pop more vividly.

IPX will expand its K-pop related retail business and further solidify its leadership in the K-pop IP business industry as a result of the K-pop Square rebranding. In particular, as Hongdae is an essential destination for Gen Z foreign tourists and a mecca for K-pop fans, K-pop Square is also expected to emerge as a new “hot spot” for fans at home and abroad.

IPX has been leading the K-pop IP market by continuing close collaboration with major domestic entertainment companies such as Hive, SM, YG, JYP, and Starship with its differentiated creative capabilities and IP business expertise spanning over 10 years. Together with leading artists such as BT21 (BTS), TRUZ (Treasure), Jeroni (Zero Base One), Kids Minnie (kids), and NCT DREAMS (NCT DREAM), they have planned and produced character IPs reflecting their individuality and worldview, and provided a new type of K-pop experience to provide a differentiated fan experience.

IPX was created as a space that encompasses various K-pop IPs in order to be reborn as a hub where K-pop lovers can naturally gather and communicate through the rebranding of “K-POP SQUARE.” Going forward, we plan to further enhance and specialize K-pop culture and K-pop IP experiences for fans, and expand it into a complex cultural space that more people can enjoy.

Meanwhile, IPX will host an exclusive pop-up store “zeroni HOME PARTY (zeroni HOME PARTY)” with the official character IP “zeroni (zeroni)” along with “ZEROBASEONE (ZEROBASEONE)” as the main character to celebrate the renovation of K-POP SQUARE until June 29th.

This pop-up is the third meeting between IPX and Zerobase One, and the pop-up commemorating the release of the 3rd mini album, which opened in May of last year, received an explosive response from China, Japan, Thailand, and Taiwan, and completed Geroni's first exclusive pop-up in December of the same year. Thanks to the enthusiastic support of fans, the reopening has prepared a variety of contents for fans to leave memories, such as a Zeroni photo zone surrounding a huge cake, a members' hand printing zone, and a mirror photo zone decorated with Geroni and members' handwriting. The pop-up will be held simultaneously in Korea and China, and will also open in Taiwan and Japan in the future.

An IPX official said, “As K-pop has become a globally loved culture and lifestyle, we expect it to grow into a K-pop hub where fans and artists can communicate more closely through 'K-POP SQUARE (K-POP SQUARE) 'and grow into a K-pop hub where global fandom can enjoy and connect together,” “IPX opened 'LINE FRIENDS SQUARE SIBUYA' in Japan last year and 'LINE FRIENDS SQUARE UNIVERSITY WALK' in the US in April of this year, and we have continued to expand the space where K-pop can be enjoyed close at home and abroad. We will provide a differentiated K-pop IP experience for other fans.”