LG Uplus Corp., South Korea’s third-largest mobile carrier, is tapping into the booming K-pop industry to attract foreign customers as the domestic telecommunications market faces stagnation. The company plans to transform 13 stores in major tourist areas of Seoul and Busan into K-pop-themed outlets by the end of the year, selling albums and merchandise from top artists like BTS alongside mobile services.
In response to the saturated local market, LG Uplus sees K-pop as a unique growth driver, especially with its competitors SK Telecom and KT Corp. yet to pursue similar initiatives. The carrier has already tested the concept in Seoul’s Hongdae district, a hub for urban arts and indie culture, where K-pop merchandise sales exceeded 100 million won (US$75,324) in July.
The success of the Hongdae store, which saw a nearly sixfold increase in visitors, has encouraged the company to expand the concept nationwide. LG Uplus is also considering offering dedicated services such as prepaid SIM cards and roaming plans tailored to foreign tourists, aiming to differentiate itself through customized offerings. This strategy is part of the company’s broader push to establish a foothold in the foreign market amid local population declines.
