NMIXX Opens ‘EPISODE 1: ZERO FRONTIER’ Pop-Up Store in Seoul Ahead of First Solo Concert
Starting November 28, NMIXX opened their limited-time ‘NMIXX POP-UP STORE <EPISODE 1: ZERO FRONTIER>’ at STAGE X Seongsu 52 in Seoul’s Seongsu-dong, setting the stage for their first-ever solo concert and world tour of the same name. Korean media describe the pop-up as an offline gateway into the tour’s universe, allowing fans to experience NMIXX’s cosmic and utopian concept before stepping into the actual concerts.
According to JYP Entertainment and local reports, the pop-up shares its core theme with the ‘EPISODE 1: ZERO FRONTIER’ tour: tracing constellations across space and under the sea in search of an ideal world. The entire space is built around MIXXFFY, the animal character series representing each member, visually embodying the idea of NMIXX traveling together with fans through this universe.
The venue is divided into two floors. The first floor features a photo zone that mirrors the atmosphere of a concert stage, along with displays introducing each MIXXFFY character. The second floor recreates a dreamy bedroom-like space with soft purple tones and cloud motifs, extending the visual motif of MIXXFFY resting on cosmic clouds seen in the main poster. In total, over 20 types of merchandise—including tour goods and character items—are on display, making the pop-up a must-visit spot for collectors.
To boost engagement, organizers prepared six interactive missions under the banner ‘Mixtopia: The Star Map Quest’. Highlights include ‘Match the MIXXFFY’, a card-flipping game where visitors pair character images, and ‘Scented Message to NMIXX’, where fans write postcards capturing their most memorable concert moments. Completing all missions grants access to a 100% winning lucky draw. Fans who verify their membership on the official FANS platform also receive a random NMIXX selfie photocard, one of the event’s most sought-after perks.
On November 29 and 30, NMIXX will hold their first-ever solo concerts at Incheon’s Inspire Arena, which also serve as the opening dates of the ‘EPISODE 1: ZERO FRONTIER’ world tour. Korean outlets report that both shows sold out shortly after tickets went on sale, with additional seats also quickly claimed, underscoring the group’s solid ticket power as they enter their first full-scale world tour.
Recently, NMIXX topped Melon’s Top 100, daily, and weekly charts with the title track of their first full-length album ‘Blue Valentine’, leading Korean media to label them a ‘well-rounded, all-ace girl group’. Launching a pop-up store that ties together their tour concept, character IP, and offline fan experience further strengthens their brand identity while paving the way for additional overseas tour stops. For K-pop fans tracking live schedules, the Seongsu-dong pop-up and Incheon opening shows are widely viewed as key markers in the 2025 girl group concert landscape.
【KStarLoud Analysis】From a business perspective, the ‘EPISODE 1: ZERO FRONTIER’ pop-up store functions as more than a simple merch booth—it’s a funnel that tightly weaves together concept storytelling, character IP, and offline traffic. With ‘Blue Valentine’ securing NMIXX’s image as a vocally and performance-strong group, the MIXXFFY characters and mission-based activities turn the Seongsu pop-up into a narrative prologue for the world tour. Fans aren’t just shopping; they’re being emotionally primed by the group’s universe before entering the Incheon opening shows. For JYP, if this compact but high-engagement model can be replicated in key cities like Tokyo or Bangkok, NMIXX’s world-building could evolve from a Korea-centric fandom asset into a scalable offline brand experience across global markets.