Scripted

The pop-up store for Studio Dragon's drama Queen of Tears in Tokyo has seen tickets sell out daily.

Studio Dragon has been running the "Queen of Tears" pop-up store at Tower Records Shibuya from July 12 to 28, in collaboration with K-content brand WITHMUU and Japan's Interactive Media Mix (IMX). Despite limiting daily visitors to 800 for safety, the store had attracted over 10,000 visitors by July 25.

The Tokyo pop-up store offers a variety of merchandise related to "Queen of Tears," including clear files, acrylic key rings, key holders, postcard sets, and tote bags. Items such as clear files and acrylic key rings have been selling out completely. The store also features props used in the drama, such as the hairdryer Hyun-woo(Kim Soo-hyun) used to dry Hae-in(Kim Ji-won)'s hair, the MP3 player that confirmed their fateful story, and the recording pen presented by Chairman Hong Man-dae to Hae-in upon her appointment as president.

A representative from Tower Records Shibuya stated, "The "Queen of Tears" pop-up store has received unprecedented enthusiasm, far exceeding initial expectations. Fans eagerly anticipated the pop-up store, and tickets selling out quickly is proof of the many ardent 'Queen of Tears' fans here. We hope to host more K-drama pop-up stores in the future."

Following the success in Tokyo, Studio Dragon plans to open additional "Queen of Tears" pop-up stores in three Japanese cities—Osaka, Nagoya, and Fukuoka—from August to October. Additionally, in August, a pop-up store will be held in Manila, Philippines, to meet local fans. A Studio Dragon representative said, "This pop-up store was planned to meet the expectations of 'Queen of Tears' fans in Japan, where the show has been a huge hit. It demonstrates how we can maximize added value in the global market through mega-hit IPs. We plan to continue increasing engagement points with global fans who love K-dramas." The "Queen of Tears" pop-up store previously ran for a week in June at The Hyundai Seoul in South Korea, where popular merchandise sold out rapidly, marking a successful event.