Pepper&Salt Successfully Hosts First K-SNS Character Pop-Up in Shanghai, China
K-content IP company Pepper&Salt successfully held its first Chinese pop-up store featuring K-SNS characters in Shanghai, marking its official entry into the local market.
At this pop-up event in China, the character "Yumeus," with 270,000 followers, and "Byeongyaki," with 1.21 million followers, participated and met with local fans. Pepper&Salt is targeting Chinese Millennials & Gen Z by leveraging the competitiveness of K-character IPs that have grown through social media platforms.
Pepper&Salt Co., Ltd. was selected for the "Hallyu IP-Based Product Planning and Development Support Program" by the Korea Creative Content Agency and is currently pursuing various projects to globalize popular K-SNS-based characters.
The first pop-up was held at the Common Rare, the Domestic Cooperation and Exchange Center in Shanghai, from December 18 to December 21, 2025. During the event, a variety of experiential content, including character merchandise exhibitions and sales, as well as photo zones, attracted visitors.
The second pop-up is scheduled to take place at Jingting Tiandi, a major multi-cultural complex in Shanghai, from December 23 to December 31, 2025. With the event coinciding with the year-end season, even greater interest from local consumers is anticipated.
Notably, at the first pop-up in China, Chinese influencer Tao Rui Si (桃瑞思, Tao Rui Si), who has approximately 900,000 followers, visited the site, drawing significant attention. Tao Rui Si's visit and the enthusiastic response at the venue once again confirmed the high level of interest and potential for K-character content in China.
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Kim Seungju, Chief Strategy Officer (CSO) of Pepper&Salt, stated, "Through this Shanghai pop-up, we have confirmed that K-SNS characters possess strong competitiveness in the Chinese market as well." He added, "We plan to continuously expand various offline and digital projects targeting the global market." This pop-up store serves as an example of the global expansion potential of K-character IPs, drawing industry attention to future developments in overseas markets, including China.
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