KINTEX, Korea's largest exhibition center, opened "CAKE CAFE," an experiential K-culture complex space, at the Exhibition Hall 1 lobby on Wednesday. The store combines K-pop and Korean language learning content to provide global fans with a differentiated cultural experience.
The store operates based on artist intellectual property from CAKE, a global edtech company, with Soulead Korea overseeing operations. It was converted into a permanent store following the successful relay pop-up store held at Hyundai Department Store's KINTEX branch by the Korea Tourism Organization's HiKR Ground.
Visits from domestic and international fans are expected to surge as the store's opening coincides with the BTS world tour concert at Goyang Stadium starting Thursday. The store sells Korean language learning books such as "Learn! KOREAN with BTS" and "Talk! with BTS," as well as SEVENTEEN-related content. Store-exclusive limited edition merchandise has also been released.
Visitor participation events have been prepared. Commemorative stickers are provided upon official website registration, and additional goods are given for SNS visit verification. Gift promotions based on purchase amount are also being offered.
KINTEX plans to expand the franchise nationwide starting with this first store.
"This initiative combining exhibition infrastructure with K-culture content will create tourism synergy," KINTEX CEO Lee Min-woo said. "We will continue to expand related content to attract foreign tourists and contribute to revitalizing the local economy."