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On August 3, 2024, the PULPSpaces+ officially announced through their X account that Kim Soo-hyun and Kim Ji-won's Queen of Tears was reported to launch a pop-up store event in Manila, Philippines. PULPSpaces+ captioned their post:
"Can't get over the feels from the hit K-Drama series, Queen of Tears? You're in luck! The QUEEN OF TEARS POP-UP STORE is coming to Manila! Let's relive the #BaekHong love story with official merch that’ll make your heart skip a beat!"
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The Queen of Tears pop-up store would run from August 11 to August 18, 2024, on the Upper Ground Floor, Atrium, Robinsons Magnolia. The visiting hours have been set from Monday to Sunday between 10 am to 10 pm, local time.
The event was organized by Studio Dragon in collaboration with PULPSpaces and Robinsons Magnolia.
Queen of Tears Tokyo pop-up store's success resulted in expansion
According to the Han Cinema press release, Queen of Tears' pop-up store event in Tokyo witnessed significant success and captivated the attention of drama enthusiasts. It recorded massive crowds with sold-out tickets, which urged Studio Dragon to expand pop-up stores in other countries and cities, including Nagoya, Osaka, Fukuoka, and Manila.
Initially, Studio Dragon organized a pop-up store at Tower Records Shibuya from July 12 to 28 and collaborated with WITHMUU and Japan's Interactive Media Mix (IMX) for the execution of the event. The occasion drew 10000 visitors by July 25, showcasing the drama's worldwide influence. Moreover, the number of visitors per day was limited to 800 for safety concerns.
According to the Han Cinema press release, a representative from Studio Dragon mentioned that the Tokyo pop-up store was organized to meet the expectations of enthusiasts in Japan, and was a smash hit.
The representative further elaborated on how the pop-up store event proved the distribution company could maximize added value in the international market through mega-hit IPs.
Studio Dragon officer further expressed their desire to increase engagement points and visibility with international fans who love Korean Dramas.
The upcoming pop-up store at Manila would expectedly include diverse merchandise related to the drama, including acrylic key rings, postcard sets, clear files, key holders, postcard sets, tote bags, and other items. The merchandise was sold out at Tokyo stores in huge figures.
The romance and comedy series depicts the story of a married couple, Baek Hyun-woo and Hong Hae-in, who go through multiple challenges to rekindle their faded love.
As they embark on a journey where Hae-in is diagnosed with a rare disease, leaving her dejected, Hyun-woo decides not to initiate his divorce plan. The drama features Kim Soo-hyun (Baek Hyun-woo) and Kim Ji-won (Hong Hae-in).
Queen of Tears premiered from March 9 to April 28, 2024. The drama is available to stream on platforms, including TVING and Netflix.
