One-week event runs through Sept. 10 at Jungdong branch in Bucheon
![Willbeplay, the sports brand of Hyungji Elite, is running a pop-up store for K League 1 club Bucheon FC 1995 at Hyundai Department Store's Jungdong branch through Sept. 10. The photo shows the store on its opening day, Friday. [Hyungji Elite Willbeplay]](https://wimg.heraldcorp.com/news/cms/2026/09/04/news-p.v1.20260904.360b55df9cc549daa5fd2e43f9a0fdbe_P1.jpeg)
Willbeplay, the sports brand of Hyungji Elite, announced Friday it is opening a pop-up store for K League 1 club Bucheon FC 1995.
The pop-up runs for one week, from Friday through Sept. 10, at Hyundai Department Store's Jungdong branch in Bucheon. The store will carry exclusive Bucheon FC products planned and produced by Willbeplay.
The lineup goes beyond typical fan merchandise, featuring apparel that blends sports and everyday fashion. Items include clothing that draws stylistically from multiple sports, including baseball jerseys and racing jackets.
In-store visitors can also stop by a limited custom patch corner, where they can choose their preferred patches and placement to personalize their purchases.
Willbeplay previously released a lifestyle merchandise line in 2024 using Bucheon FC's casual logo "LallallA."
"This pop-up store was designed to offer fans a special experience where they can express their individuality, with stylish fashion items that work just as well as everyday wear," a Hyungji Elite official said.
soho0902@heraldcorp.com
