Anxious Kim Hamzzi's office-life pop-up at Shinsegae

FADING · momentum 79 · since 2026-07-09

'Anxious Kim Hamzzi,' an AI hamster character with 710K subscribers, opened its first pop-up at Shinsegae's Gangnam store. Office burnout became a stress shredder, an overtime-pay event, and an office-worker personality kiosk, moving a social media character into offline retail.

Editor's note

Take a character people relate to on social and translate it into experiences, not just merch. The relatable storyline turns directly into a waiting line.

How to do it

1. Pin down the core emotion followers share with the character
2. Translate that emotion into hands-on experiences
3. Close with limited merch and a built-in photo route