Global webtoon sensation 'Mercenary Enrollment' has found a new home in the heart of Tokyo's fashion district, as Naver Webtoon unveils its first-ever official merchandise store at LINE FRIENDS SQUARE Shibuya. The action-packed series, which has captivated readers worldwide with over 1.5 billion views, has become particularly magnetic in Japan, dominating LINE Manga's charts for two consecutive years and amassing an impressive 600 million views in the country alone.
The strategic launch in Shibuya, Tokyo's bustling youth culture hub, marks a bold step in Naver Webtoon's IP expansion strategy. "We envisioned creating more than just a store – we wanted a global fan headquarters where readers could dive deep into the world of 'Mercenary Enrollment,'" reveals Tanaka Taiki, LINE FRIENDS' merchandise and project manager, during an exclusive store tour.
Walking down the stairs into the pop-up store feels like stepping into protagonist Yu Ijin's world. The space brilliantly captures the essence of the former elite mercenary's journey with its military-inspired décor. A massive screen showcasing pivotal moments from the series greets visitors before they explore the merchandise section, while life-sized character panels bring fans face-to-face with their favorite characters.
The store's exclusive merchandise collection includes authentic replicas of Yu Ijin's iconic outfits, giving fans a chance to own a piece of the webtoon's universe. With ambitious targets of welcoming 10,000 visitors and generating 50 million yen (approximately 470 million KRW) in sales, the pop-up aims to match the commercial success of major idol group merchandise stores.
"When you consider that 10,000 visitors represent just 1% of our Japanese readership, you begin to understand the incredible potential," Tanaka explains. The success of this venture could pave the way for more Korean IP expansions in Japan, with Tanaka confirming ongoing discussions between Naver Webtoon and LINE Manga representatives about future pop-up opportunities.
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