Birmingham welcomes pop-up shop of massive K-Pop stars ENHYPEN
The Mailbox in Birmingham opened a pop-up shop for Korean boyband ENHYPEN on the 28th of November.
ENHYPEN’s pop-up shop in Birmingham. Taken by: Jess Pearson
Korean pop (K-pop) is a growing phenomenon in the UK and globally. With their great visuals, performances, and synchronisation, the genre is something the world has never seen before, and it’s taken it by storm.
ENHYPEN – comprised of members Jungwon, Jake, Sunghoon, Ni-ki, Heeseung, Jay, and Sunoo – toured in England earlier this year, and after a successful pop-up store in London, they have decided to bring it back.
This is the first official event hosted by their record label, HYBE, that has appeared in the West Midlands. It is hoped to be the first of many by their fans, ENGENE.
An image of ENHYPEN at the store. Taken by: Jess Pearson
Fans will be welcomed into the store by music videos, as well as a wall display of the band’s discography. The shop contains a range of merchandise from their latest tour finale and other limited collections including clothing, albums and more.
On the opening day, the shop was filled with fans wanting to experience the limited event. Those who have already visited have posted their experiences on social media, and it seems like they are loving an event that is nearer to home.
The majority of official events are hosted in London and have recently branched out to Manchester. Enhypen performed two nights at the O2 Arena and AO Arena this August on their first European tour.
K-pop spreading out into cities closer to fans is something that many didn’t see coming.
Nora Kiraly, member of West Midlands based K-pop dance group, Koncept said: “Birmingham is already a growing hub for K-Pop fans due to the HMV K-Pop Shop. So, to finally get recognition from entertainment companies is great and means fans don't have to travel loads or feel like they are being left out of the bubble that is London; it's such a good opportunity for us Midlands K-Pop fans!”
Birmingham has a large community of K-pop fans, including many groups that do dance covers, and K-pop societies at Birmingham University and more in the West Midlands.
K-pop giants HYBE, who are the labels of superstars BTS and Katseye, choosing to hold an event in Birmingham is a huge thing for the city and the fans.
The pop-up shop will be closing on December 14th.