"How we 'experience' content will become increasingly important," said Jung Hyun-seop, director of Krafton's PUBG Seongsu, during the 2026 Content Industry Forum held at CKL Stage in Gwanghwamun, Seoul, on June 18. He noted that the value of offline experiences has gained prominence in the post-COVID era, alongside a growing fatigue with digital culture due to advancements in artificial intelligence (AI).
The forum, organized by the Korea Creative Content Agency (KOCCA), highlighted the evolution of content IP into 'experiential spaces.' Various K-content IPs, including games, fashion, and performances, are merging with offline environments to create sensory-rich experiences.
Krafton operates a multi-cultural space called PUBG Seongsu, which brings the world of its flagship game, 'Battlegrounds,' into a physical setting. Since its opening in July 2022 in Seongsu-dong, the venue has attracted approximately 120,000 visitors in just six months.
PUBG Seongsu is characterized by its integration of the unique culture of Seongsu-dong with the Battlegrounds universe. The venue features a PC bang designed to mimic an esports arena, a survival hall for dance battles and conferences, a café offering menu items inspired by game elements, as well as a rooftop and skateboarding area.
Jung emphasized that PUBG Seongsu not only broadens engagement with gamers but also serves as a testing ground for expanding IP into food and beverage (F&B) and other content areas. "It is a place to experiment quickly, gather insights, and discover elements for global expansion," he said.
The fashion industry is also leveraging experiential spaces as a new growth driver. Shinsegae Group operates a space called 'Hyperground,' which combines fashion, beauty, and F&B experiences. After launching at the Shinsegae Centum City store in Cheonan in 2023, the company plans to open additional locations in Daejeon later this year and in Cheonan-Asan in the second half of 2024.
Kim Chang-rok, team leader of Shinsegae Hyperground, stated, "In May, we introduced Hypergarden, allowing younger generations to enjoy a garden experience indoors, reducing outdoor activities. We designed it to evoke an outdoor feel in a cool indoor space by linking fashion and fragrances."
Hyperground also operated photo booths that recreated the concert atmosphere during BTS's concert in Busan. Based on this, Shinsegae is expanding its K-lifestyle platform by opening pop-up stores in major overseas markets, including Hankyu Umeda, Isetan Shinjuku, and Shibuya 109 in Japan. In October, the company plans to host a 'K-Culture Festa' showcasing K-fashion, beauty, and F&B in collaboration with shopping malls in the Shibuya area of Japan.
Kim added, "Our goal is to create experiential spaces that satisfy the senses and promote Korean content abroad. We must continue to challenge ourselves by harmonizing the roles of online and offline experiences."
The performance industry is also evolving to enhance experiences beyond mere viewing. Inspire Entertainment Resort, which boasts the country's first large indoor arena, is focusing on expanding experiential content linked to artist IPs.
Lee Hyun-myung, an executive at Inspire, stated, "We are working on packages that incorporate hotel amenities reflecting artist fandom or include merchandise in guest rooms. Our goal is to ensure that the entire day becomes a memorable journey, not just the concert experience."
Meanwhile, the 2026 Content Industry Forum will continue at CKL Stage in Gwanghwamun until June 19.
* This article has been translated by AI.
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