Despite heavy rain, long lines of fans formed at the NewJeans ‘Super Natural’ pop-up store in the heart of Shibuya, Tokyo, on the 28th. The store opened on the 26th of last month and saw its pre-reservations fill up in just five minutes. Only those who successfully made pre-reservations could access the basement level, allowing fans to enjoy the experience comfortably with timed entries.

@shibuyanews

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♬ Supernatural – NewJeans

NewJeans fans eagerly lined up to experience the exclusive NewJeans pop-up in Shibuya

In the basement level, there’s a haven for “true NewJeans fans”. It features an approximately 40-pyeong (around 3.33 square meters) interactive media space with characters created in collaboration with Takashi Murakami. In the background, NewJeans’ song “Right Now” is playing. Hani’s voice saying, “Bunnies, have a great day today,” elicited constant exclamations of “Kawaii (cute)” from visitors. Although the space was not as big as other pop-ups, the layout was impressively efficient and accessible.

At the entrance, fans were welcomed with collaboration goods by Takashi Murakami, members’ autographs, and charming photo zones. According to the pop-up store staff, the most popular items were NewJeans T-shirts and hats, with the T-shirts selling out on the first day. The second basement level of the store was accessible without reservations. It offered practical goods like indoor slippers, eye masks, stationery, and pouches. It indicates that the store caters to a broader audience beyond just fan merchandise.

@my_dy_re

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♬ Supernatural – NewJeans

The prices were affordable, with NewJeans character T-shirts costing about 2,700 yen each and smaller items like pens and pouches often priced under 1,000 yen. On average, the prices of goods were around 20,000 won in Korean currency.

Even NewJeans’ fanbase in Korea and other neighboring countries booked flights just to buy goods from the pop-up store. Many of them noted that even non-fans will find cutesy items. One Korean tourist, in an online forum, said she bought bunny-themed products as gifts for her colleagues. Only one item per person per product was allowed to ensure as many people as possible could purchase NewJeans’ merchandise.