(The CEN News / Reporter Jae-yeon Choo) KidiKidi, a parenting lifestyle platform run by E-Land World, is attracting attention with a pop-up that prioritizes cultural experiences for children over pure retail. Industry observers say it has shifted from a product-centered shop to a lifestyle space where parents and kids can spend meaningful time together.
KidiKidi opened the 'KIDIRUN' pop-up at Shinsegae Department Store's Centum City branch on April 24. More than 700 people showed up on opening day, and the waiting list filled in 30 minutes, signaling strong interest. The turnout suggests visitors treated the event as a cultural destination for families to share experiences rather than merely a place to shop.
The pop-up continues KidiKidi's series of offline projects. Its move beyond Seoul and the greater metro area into Busan points to growing regional demand for children's cultural content.
Part of KidiKidi's flagship new-release project 'KIDIRUN,' the event brings together summer collections from multiple children's brands in one venue. The emphasis, however, is on hands-on engagement rather than static displays: seeing, touching and choosing are framed as play and cultural experience in their own right.
Fourteen brands, including Atuk, Como, OlaOla, Loumber, SlowGrow and A Little Joy, showcased stylish designs and lifestyle items. An accessories zone featuring practical yet aesthetically pleasing pieces like bibs and hats drew particular attention from parents.
Relay lucky boxes and brand-specific giveaways added playful touches to the visit. Those elements turn both children and parents into active participants, reflecting a broader shift toward experiential children's culture.
The pop-up illustrates how children's spending is evolving from simple purchases to cultural experiences. A market once dominated by function and price is increasingly valuing design, emotion and experience.
An E-Land World spokesperson said the pop-up was planned in response to local customer requests and that the company aims to convey KidiKidi's culture through content families can enjoy together.
The 'KIDIRUN' pop-up runs through April 30. KidiKidi plans to use the event to expand offline experiences rooted in children's culture and to further strengthen the platform's identity.
(The CEN News) Reporter Jae-yeon Choo luckychoo0617@naver.com
