EXO Collaborates with QQ Music for Successful Shopping Mall Wrapping Popup

EXO celebrated the release of their 8th full album 'REVERXE' by collaborating with China’s largest music platform, QQ Music, to launch a wrapping popup event. From January 19 for about a month, this special event took place in 13 major shopping malls across various cities in China, marking the largest number of cities hosting a K-pop artist popup. The response from the initial eight cities, including Beijing and Shanghai, led to an additional five cities being added, with over 600,000 visitors recorded. Encouraged by this support, EXO met with fans during events in Shanghai, Beijing, and Shenzhen from February 6 to 9. Looking ahead, EXO will kick off their sixth solo concert series 'EXO PLANET #6 - EXhOrizon' at the KSPO DOME in Seoul from April 10 to 12.

This collaboration between EXO and QQ Music highlights the changing dynamics of artist-fan interactions in Asia's K-pop market. By engaging directly with fans, EXO solidifies both their music and brand presence, while popups offer fans a sense of connection with the artists. Notably, the partnership with major platforms like QQ Music plays an essential role in the globalization of the K-pop industry, and this event reflects that trend.\n\nMoreover, the success of this popup transcends just celebrating EXO's comeback; it serves as a testament to their enduring popularity. The impressive visitor numbers in the Chinese market underscore the scale of their fandom and the continuous demand for their presence. The fact that K-pop seems to resonate in overseas markets creates a positive synergy for artist influx.\n\nFinally, the upcoming concert in April is likely to serve as a pivotal moment to further solidify these achievements. The successes surrounding EXO's album and various events affirm their growth and influence, indicating their continuous establishment as global artists.

This article is KOSTAR’s reinterpretation of a story originally reported by TVDaily.

Photo: SM Entertainment