Overseas visitors putting
entertainment companies’ rest-and-shop spaces on
itineraryInfluencing overseas artists and attracting a
burgeoning fan base that knows no borders, it should come as no surprise that
Korean pop is one of the reasons why tourists visit South Korea.
What
might baffle some is how overseas K-pop fans tour South Korea once they arrive,
since music, by definition, is intangible.
K-pop, however, is proving to
be more than just an audio-visual experience.
When music goliath SM
Entertainment opened a five-story ode to K-pop in the form of a
karaoke-souvenir-entertainment venue called “e” in September 2008, the place
went on to become a tourist attraction for visitors interested in the music
genre.
This was three years before SM Entertainment’s Paris concert,
before the press ― both local and overseas ― would go wild over what is now
oft-called the K-pop phenomenon.
Within those three years, SM
Entertainment’s subsidiary SM Amusement has opened four more such venues ― three
gift shops-and-corners and another souvenir-karaoke stop in Myeong-dong ― all
under the moniker Everysing.
“We have seen a large increase in visitors
starting last year,” Everysing Operation Division supervisor Lee Dae-o said.
“Last year, sales jumped 60 percent. Our main customers are Asian tourists, with
40 percent from Japan, 30 percent from China and 20 percent from Southeast Asia.
Following the SM Town concert in Europe last year, we also saw a hike in
customers from Europe and South America, who now form about 10 percent of our
tourist customer base.”
|
Overseas
visitors check out Korean pop souvenirs at Everysing ― a gift
shop-karaoke-sticker booth space run by SM Entertainment subsidiary SM Amusement
― in Myeong-dong, Seoul (Kim Myung-sub/The Korea
Herald) |
Myeong-dong, according to Lee, was
chosen as the second main venue because the area attracts tourists.
“We
Googled Everysing to come and buy K-pop stuff,” said Tanja-Maria Weiringer, 23,
and Esther Farkas, 22, from Austria who dropped by the Myeong-dong store on a
weekday afternoon. The two are in Korea for their studies.
“I like Big
Bang and CNBLUE,” said Farkas.
“I like Super Junior,” said Weiringer,
who added that she was a fan of Super Junior member Kyuhyun.
“I always
drag her here, but Kyuhyun’s stuff is always sold out,” said Weiringer, who has
also visited other Everysing outlets.
Hiromi Kokubu, 49, who was
visiting from Japan, said she read about Everysing in a Japanese guidebook and
that she had come to purchase Super Junior goods.
Despite all the
merchandise on hand ― framed photos, pillow cases, tumblers, to name a few ―
Kokubu said, “There are not as many items as I hoped for.”
While
Everysing also sells non-SM Entertainment artists’ items including those of
other K-pop artists and Korean dramas, it plans to continue to expand its
merchandise to encompass more K-pop and to revamp the Myeong-dong space.
SM Entertainment is not alone in the K-pop rest-and-shop business.
This April, Cube Entertainment ― home to major K-pop groups 4Minute and
B2ST ― opened a cafe that also sells souvenirs.
Cube Entertainment’s
coffeehouse, Cube Studio, offers fans a place to check out souvenirs, take a
break, and, if the timing is right, a chance to see their favorite artists, up
close and in person.
Practice rooms for Cube artists were built on the
floor above the cafe, upping opportunities for customers to see major K-pop
idols when they visit.
“Essentially, Cube Entertainment CEO Hong
Seung-sung wanted to create a place where he could foster communication with
fans and also wanted artists to have a place where they could practice,” said
Cube Entertainment PR team manager An Hyo-jin.
Situated near Cube
Entertainment, JYPE and SM Entertainment headquarters in Cheongdam-dong, An
explained how they wanted to provide a place for fans to rest while waiting to
catch a glimpse of their favorite artists.
“Fans used to come and stand
outside for hours on end,” An elaborated.
Liza Yunos, 27, said of Cube
Studio, “Nice, fantastic, it has the best ambiance.”
Yunos, Siti Raihana
and Zahirah Lyana, who were visiting from Singapore, said their plans were to
visit JYPE and SM Entertainment headquarters after Cube Studio, but not before
they had checked out Cube Entertainment souvenirs, including those of one of
their favorite band, B2ST.
While there, several artists dropped by,
causing a stir of excitement in the cafe.
“I feel lucky to have seen an
artist,” said Okada Tomoko, 30, who was visiting from Japan.
Cube’s An
said, “Before there was no place for fans to go and they could only take photos
outside the headquarters. Fans have expressed their gratitude for a space like
this.”
By Jean Oh (
oh_jean@heraldm.com)