Innocean, HYBE launch Seventeen project in Bangkok

Innocean Worldwide Inc., the global marketing communications arm of Hyundai Motor Group, announced on Wednesday that it has launched a K-pop boy group Seventeen’s large-scale project in Bangkok, Thailand, with South Korea’s HYBE Co.

The company collaborated with HYBE and Thailand's largest retail group, Siam Piwat to plan and run the "Seventeen Follow the City Bangkok" project.

The initiative encompasses a pop-up store with a Seventeen theme, the sale of licensed merchandise and food and beverages, the management of a mini-cafe, and the operation of accommodations with themes linked to hotels.

The Seventeen pop-up store, operated at the Siam Discovery shopping mall in Bangkok, created a waiting line for 13 consecutive days, attracting over 30,000 visitors in just three weeks.

Innocean's Bangkok pop-up limited edition do-it-yourself keychain rings and film toy cameras were sold out early. Seventeen-themed fruit drinks, cotton candy, doughnuts, and more also gained popularity.

Starting Jan. 18, the "Seventeen Mini-cafe" at Bangkok's landmark Iconsiam shopping mall will offer official Seventeen goods, albums, canned drinks, and more.

In collaboration with Centrepoint Hotel Bangkok, Innocean has planned a "Seventeen-themed exclusive room package," providing Seventeen welcome kits and more.

"The City," planned and operated by Hybe, is an event that takes place in a city where performances by Hybe Labels artists are held, offering various entertainment options for fans.

Write to Young Chan Song at 0full@hankyung.com