Pinkfong Baby Shark 10th Anniversary Pop-up Draws Record 110,000 Visitors

The experiential pop-up 'BEST DAY EVER, A Best Day with Baby Shark,' launched by The Pinkfong Company's representative IP 'Pinkfong Baby Shark' to commemorate its 10th anniversary, successfully concluded its month-long run, setting a remarkable record by attracting an impressive 110,000 visitors. Held from April 25 to May 25 at the Dongdaemun Design Plaza (DDP) showroom in Seoul, this experiential exhibition garnered immense interest, with an average of 3,600 visitors per day and over 9,000 on peak days. Notably, during the Children's Day holiday (May 3-6), approximately 30,000 people attended, drawing a continuous stream of not only families but also international visitors. Co-hosted by The Pinkfong Company and the Seoul Business Agency (SBA), this exhibition focused on integrating the latest IT technology into the Baby Shark universe to deliver an immersive experience. Across five experience zones, visitors participated in diverse activities, such as receiving a Baby Shark invitation via AR technology, joyfully dancing in a dance game, and creating memories with a 3.8-meter giant Baby Shark. The listening zone, where the 10th-anniversary LP could be experienced offline for the first time, also added a special layer of enjoyment. Online, the event also received an enthusiastic response, with its Instagram promotional video surpassing 300,000 views. Visitors to the site expressed high satisfaction, remarking, "Not only the children but the whole family could enjoy it together," and "It felt like we stepped right into the Baby Shark story." Foreign visitors also shared their impressions, stating, "It was moving to be able to directly experience the Baby Shark universe that we've seen on YouTube." Additionally, 11 types of 10th-anniversary limited edition merchandise created in collaboration with fashion brand 'Golden Jo,' along with 46 types of licensed products including sound books and bag stickers, also enjoyed immense popularity. A representative from The Pinkfong Company stated, "This experiential pop-up, commemorating Baby Shark's 10th anniversary, proved to be a successful example of a global IP's expansion potential and the enhancement of the offline fan experience." They added, "We will continue to expand experiential content that allows us to communicate with fans in the future."