The Dolpoong and the Badaads are in Seoul, earning hard for their plane tickets to see the Northern lights. Although they are based in Seoul,
we wanted to come up with a fun way to interact with our fans outside of Seoul. As a species, we wanted to organize a beachside event where
we could interact with our fans. When we heard that Amore Busan was opening in Haeundae, Busan, we jumped at the chance to host a pop-up.
It was difficult to choose just one thing because Busan has many attractions, but we boldly chose a fish market as a concept to provide more fresh
fun, and opened “Dolpoong Fish Market” with no live fish but lots of goods.
As it was the peak vacation season in August, we had many customers from domestic and overseas tourists to local residents visiting Busan, and
we showed off the charm of Forebadaz while providing cool and fun experiences to those who were tired of the heat. In the next article,
we will share the story of how we prepared and created Dolpung Susan.
Concept
Following our “Seoul Illustration Fair” project in December 2022, this pop-up was conceived as a “Season 2 of Intense Concept Immersion.” We knew a half-hearted concept wouldn’t be enough to capture our audience’s interest.
Almost everyone who visits the seaside has the experience of stopping by a fish market to see, choose, and enjoy fresh seafood. However, in the world of animal characters, this theme can be risky.
It can inadvertently lead to grim interpretations that break the immersive experience, so sensitive topics are usually avoided to protect the fantasy.
But since public awareness of Dolpoong and the Apbadaz is still growing, and a fish market is a rare concept that only marine animal characters can truly pull off,
our team decided on a bold, direct approach to spark interest from the very beginning.
Instead of a traditional market selling real seafood, we wanted to present a unique and refreshing concept: a vibrant fish market where you can “buy” the cuteness of the Apbadaz friends.
We prepared to capture our customers’ hearts by filling the space with familiar fish market elements and placing our adorable characters front and center.
Welcome to the second installment of our Intense Concept Immersion…
Space Design Summary & Event
Space Design Summary & Event
>Dolpoong Susan> was a character pop-up project held in the 2nd-floor gallery space of the Amore Busan store. Inspired by a seaside fish market,
we set the main color to cobalt blue to reflect Busan’s Haeundae beach and the summer season. We used the pink color of the aprons commonly worn
by market vendors as a playful accent color, creating a lively contrast with the main blue.
When planning >Dolpoong Susan>, our team’s most important goal was to create a space where customers of all ages could actively participate.
We wanted to design an interactive space where people could not only experience the cuteness of the characters and the fun of the concept but
also enjoy hands-on activities. With this in mind, we divided the pop-up space into three main parts.
A. Goods Table Zone
We built the tables using standard plastic crates, a common sight in any fish market.
The table height was kept low to evoke the feeling of looking down at seafood displayed in boxes on the floor.
This lower height also made it easy for our younger, shorter visitors to comfortably browse and enjoy the products.
B. Photo Zone
As the main area of >Dolpoong Susan>, the photo zone was designed to make the strongest concept statement.
We installed a sign and awning on the wall to create the atmosphere of a market stall.
In front, we used Styrofoam boxes and fake ice to give the impression that the character merch was being kept fresh.
The highlight was a space where customers could step behind the counter, put on a pink apron and rubber gloves, and pose for photos as the “owner” of the stall.
This was designed to help visitors create fun and diverse memories at >Dolpoong Susan>.
C. Fishing Game Event Zone
We wanted the pop-up to be more than just a place to look around, so we set up an event zone in the innermost part of the space.
To fit the concept, we created a “fishing pond” in a ball pit. A large graphic of Dolpoong fishing on the wall further reinforced the theme.
To play, visitors simply had to upload a post about >Dolpoong Susan> to their personal Instagram account.
This initiative successfully increased the follower count and reach of the Dolpoong Instagram account.
Product Design Summary
With >Dolpoong Susan>, we wanted to offer visitors a variety of fun and add another happy memory to their Busan trip.
In line with the fish market concept, our main products were simple items that captured the characters’ essence without extra frills: ‘dolls’ and ‘doll keyrings.’
However, since this was a pop-up store, we felt we needed some exclusive, limited-edition items.
We also thought the Apbadaz friends would need a special shopping bag to protect them on their journey to our customers’ homes.
Product 01. Keyring
We created five types of keyrings for the pop-up: two special Dolpoong designs and three basic designs featuring Kkumi, Ttugi, and Gereteu.
For the special keyrings, we selected the two designs that best fit the fish market concept: Dolpoong wearing a pink apron and rubber gloves, and a marine-look Dolpoong.
We used offset printing directly on acrylic for vibrant colors and added small, matching charms to enhance their cuteness.
Product 02. Sticker
We prepared a set of six stickers that captured the identity of the Apbadaz and the unique character of >Dolpoong Susan>.
The designs included: Dolpoong the market owner, a “CAUTION WET FLOOR” sign, a “Broke Dolpoong,” the Apbadaz going on vacation, Kkumi and Ttugi with arms around each other, and a Heart Dolpoong.
Each design was produced as an easy-to-peel die-cut sticker. With their vibrant colors and glossy finish, these stickers show off the lively charm of the Apbadaz wherever they’re placed.
Product 03. Shopping Bag
We created a special shopping bag for >Dolpoong Susan> products.
Featuring a large print of Dolpoong’s cute face, the bag is eye-catching on its own.
We expected it would have a great promotional effect as people carried it through the streets of Haeundae.
The sky-blue color of the bag also matched the character dolls especially well.
This shopping bag will continue to be used in our offline stores after the >Dolpoong Susan> event.
Behind Story
This is the scene at >Dolpoong Susan>. We faced a crisis due to a severe typhoon, but many customers still visited and had a great time.
To draw people into the pop-up space, we held an Instagram follow event at the store entrance, giving away “Duck’s Electric Slushies.”
This had a great secondary effect: customers exhausted by the heatwave could recharge with a cool slushie and then continue on to enjoy the pop-up.
Instagram Story
More than 50 Instagram Stories with reviews of >Dolpoong Susan> were uploaded every day. Here are some of the stories we’ve reposted. Thank you so much for your incredible interest!
