K-POP SQUARE Hongdae

Right at the busy crossroads by Hongik University Station, K-POP SQUARE Hongdae is where the old LINE FRIENDS flagship used to be. Its operator IPX (formerly LINE FRIENDS) reopened the building on June 20, 2025 as a store built around K-pop fandom, and the layout reflects that. The ground floor is mostly given over to limited-time pop-ups for individual artists and their character lines; the very first one was a home-party themed shop for ZEROBASEONE's character zeroni. Upstairs, the second floor carries BT21 and other character goods alongside K-pop merchandise, so you can pick up a plush keyring and an idol item in one stop. Large screens play videos throughout the space, and there are photo zones and photo booths for souvenir shots. The basement level houses a large game arcade, according to a 2025 Japanese travel guide. Because the pop-up floor changes often, what you find depends on the week you visit, which is part of the fun for fans who plan trips around releases.