Inside Out 2 Pop-up Store, Garden, Market

This is a story about Inside Out 2, the biggest box office hit these days.

Various events and large-scale promotions conducted before and after the movie's release

Audiences say, "Satisfied that the afterglow of the movie can be carried on"

Returning after nine years, 'Inside Out 2' is a box office hit, surpassing Korean films. The story resonates differently with all age groups, from children to adults, capturing audiences' hearts. Additionally, various photo zones, pop-up stores, prop shops, and emotion-themed parks inside and outside theaters are attracting significant attention, further immersing viewers. In this context, <The Fact> delved into the factors behind the popularity of 'Inside Out 2'. <Editor's Note>

'Inside Out 2' is satisfying all the senses of the audience and causing deep immersion at various locations beyond theaters before and after its release.

From a pop-up store that recreated the movie's spaces to a large topiary (a technique or work of trimming and shaping plants into various animal shapes) resembling the characters at Ttukseom Hangang Park, various events and big promotions of 'Inside Out 2' are being held all over Seoul, drawing attention.

First, 'Inside Out 2' held a pop-up store on the 5th floor of The Hyundai Seoul in Epic Seoul from May 25 to June 16. This pop-up store brought to life the imaginative world inside Riley's mind, a product of Disney·Pixar’s creativity. It featured a themed experience zone including Bing Bong, Riley's imaginary friend from the first movie, and new emotions like Anxiety, Confusion, Boredom, and Envy from the sequel.

Furthermore, spaces were created to experience and enjoy the movie’s world, such as the console at the Emotion Control Headquarters and sending happy memory orbs to the memory storage, offering audiences a chance to engage directly with the movie. The pop-up store proved its popularity as both the first and second pre-reservations sold out immediately, showing the high interest from the audience even before the movie’s release.

A woman in her 20s, identified as A, who visited the pop-up store told <The Fact>, "I visited on a public holiday and started queuing before The Hyundai opened, but there were already over 150 teams ahead of me," indicating the large turnout.

Another woman in her 20s, identified as B, visited on a weekday afternoon and waited for about 170 minutes. She said, "There were cute goods and photo zones, as well as hands-on experiences like the Thought Train and the Shaking Bridge, but the scale wasn't large. Also, it was too crowded to enjoy leisurely, which was a bit disappointing. I think I'll have to ease this disappointment by watching the movie again," she shared her honest thoughts.

The 'Inside Out Garden', inspired by characters from 'Inside Out 2', was created for the '2024 Seoul International Garden Expo' held at Ttukseom Hangang Park. The garden was decorated with beautiful flowers and plants in the colors of Joy, Sadness, Anger, Disgust, Anxiety, Confusion, Boredom, and Envy, along with large topiaries representing Joy, Sadness, Anger, and Anxiety. This exhibition will be available until October 8.

On the afternoon of the 24th, despite it being a weekday, people of various ages were seen visiting Ttukseom Hangang Park. A man in his 20s, identified as C, who took commemorative photos at the 'Inside Out Garden' said, "I came here after watching the movie nearby. While there are character sculptures in the theater, large topiaries made with plants are new, cute, and interesting."

Additionally, the cosmetic brand Dr.G operated its first exclusive pop-up store under the theme 'Cherish You: Dr.G Cherish You' from May 25 to June 7 at Stage 35 in Seongsu. This pop-up store, themed around emotional healing, garnered more interest by unveiling limited edition 'Inside Out 2' themed products.

The first floor Emotion Center featured an exhibition of the brand’s story and a photo zone themed around the movie's memory orbs. The second floor Empathy Center offered missions to sort out negative emotions and fill positive ones. The third floor Healing Center provided a contemplative space for visitors to focus on their inner emotions and recognize the emotions others are experiencing.

Dr.G, founded by Dr. Ahn Gun-young, who overcame childhood burns to become a dermatologist dedicated to helping people with skin issues, made the pop-up store even more meaningful by aligning it with the movie’s message of confronting and cherishing one’s true self.

Moreover, starting from the 1st, collaboration cafes wrapped with visuals of the nine emotions from 'Inside Out 2' were operated in Seongsu, Hongdae, and Yeonnam. Many customers are also visiting S'more Market in Seongsu and Samcheong-dong.

S'more Market in Samcheong-dong underwent a renovation before the movie's release, creating several photo zones featuring 'Inside Out 2' characters. The cafe within the market offers themed menu items such as 'Joy Charge Yellow Juice' and 'Sadness Overcome Blue Ade', reflecting the movie’s world.

Many foreign tourists visit the store on weekdays. The ease of exploring S'more Market without necessarily purchasing items or using the cafe seems to attract visitors. A tourist identified as D, who visited S'more Market after touring Bukchon Hanok Village, said, "It's worth a visit for fans of Pixar movies like 'Inside Out 2', 'Toy Story', or 'Monsters, Inc.'"

Customers who visited S'more Market in Seongsu during the week said, "'Inside Out 2' was very enjoyable. But after watching it, instead of just leaving the theater lightly, I felt lingering emotions and sadness. I wanted to continue this feeling, so I visited the nearby store," they shared. "I wanted to remember the movie that touched me deeply in a special way by taking photos and buying goods."

Regarding this, a film industry official said, "For animated movies with active merchandise markets, events like pop-up stores seem to be frequent. While it’s hard to predict exact revenue generation from these events, being part of such pop-up spaces seems to have marketing benefits," they noted.