K-Pop Square Hongdae, transformed into a K-Pop mecca at Line Friends

As you walk down Hongdae Street, you'll see a crowd of people with cameras gathered in front of a particular building. It's a place I used to know as the Line Friends flagship store, but it's now called by a different name. K.POP Square Hongdaeis.

This space, long loved as a LINE FRIENDS character goods shop, has been renovated into Korea's only K.

When you enter the store, dazzling videos continuously play on a large screen, and character merchandise, collaborations with K-pop artists like BT21 and Zeroni, are displayed throughout. The operator's direction is to create a new type of K-pop hub where fans, artists, and characters come together, going beyond a simple merchandise shop.

📸 A photo zone with a character sitting on a giant cake, a mirror photo zone with members' handwritten messages.

Thanks to the photo zones and photo booths set up throughout the store, there's plenty to enjoy even if you're not a K-pop fan. Pop-up stores themed around specific artists often open for a limited time, and the fact that the store's atmosphere completely changes depending on when you visit is another charm of this place.

If you're coming for limited edition merchandise, items collaborated with popular characters or artists can sell out quickly, so it's best not to go too late.

🚇 Directions

It is within walking distance of Hongik University Station on Line 2. The Hongdae area itself is concentrated with shopping, cafes, and restaurants, making it a great place to explore the surroundings while you're visiting K-Pop Square.

Places that are good to go together

The Musinsa Standard Hongdae branch is within walking distance, making it a great option to combine with K-pop merchandise shopping for a full fashion item exploration.

If you're a K-pop fan, it's an absolute must-visit, and even if you're not, the dazzling photo zones alone are enough to spend some time. If you're in Hongdae, I recommend stopping by for a bit.