"Waitlist registration closed this morning. We're sorry."
At around 11:30 a.m. Friday, the street in front of the Musinsa Standard store in Myeong-dong, Jung-gu, Seoul, was so packed that passersby could barely squeeze through. The crowd had gathered to enter a pop-up store that Musinsa opened that day at its Musinsa Standard Myeong-dong location and Musinsa Megastore Seongsu to mark Bigbang's 20th debut anniversary and world tour.
The pop-up opened at 11 a.m., but lines began forming before dawn. Some fans had started queuing as early as Thursday night. When Musinsa opened waitlist registration at 9 a.m. Friday, the daily capacity was exceeded almost immediately and registration closed on the spot. The Seongsu pop-up, which opened at the same time, also sold out its advance reservations entirely.
Many fans who missed the waitlist lingered outside, reluctant to leave, with some peering through the store's glass facade to catch a glimpse of the interior. A 42-year-old fan surnamed Kim, who said she has followed Bigbang for 20 years, turned to leave after missing her chance Friday. "I'm disappointed I missed today, but I plan to come even earlier tomorrow," she said.
At the pop-up, Musinsa offered 58 exclusive merchandise items through its limited-release service "Musinsa Drop." The lineup includes a 20th-anniversary edition of Bigbang's official light stick alongside clothing, accessories, lifestyle items and digital gadgets. Products designed to appeal to dedicated fans include a light-stick cushion, a uniform, a ball cap, a tote bag and a mini rug — all drawing on the design of the group's signature "Bangbong" light stick.
One section of the store featured an event zone where visitors could trace the group's 20-year musical journey alongside the story of its fandom. The zone included a listening station for the artists' albums and a photo zone evoking the group's heritage. All visitors received a limited-edition shopping bag and a set of three Bigbang logo stickers.
"This pop-up was designed to maximize immersion — starting with digital outdoor advertising at Seongsu Station and placing the artists throughout the Musinsa Megastore Seongsu," a Musinsa official said. "We hope it becomes an opportunity to elevate the value of fandom that bridges fashion and culture."
Lotte Department Store is also transforming the entire Lotte Town Jamsil complex into a cultural space celebrating Bigbang's 20th anniversary for 10 days from Friday through Aug. 23.
Sponsored by Songpa-gu, the event will feature nighttime light installations inspired by the Bangbong light stick at Seokchon Lake in Jamsil. Lotte World Mall will host a relay of pop-up stores by popular bakery brands in honor of the anniversary. A participatory media art exhibition collecting fan messages will be displayed on the fifth-floor bridge connecting Jamsil Avenuel and Lotte World Mall. A media exhibition tracing Bigbang's 20-year journey will also run at the art hall on the sixth floor of Jamsil Avenuel.
"This project, carried out in collaboration with YG Entertainment, celebrates the 20th anniversary of Bigbang — a group with a strong global fandom — and represents a meaningful attempt to offer customers a new experience that transcends the boundaries between cultural content and retail," said Park Sang-woo, head of marketing at Lotte Department Store. "We will provide domestic and international customers with a special opportunity to experience K-pop content in a fresh way, and we expect it to generate a wide response."
spa@heraldcorp.com
