Fans want closeness, not just a logo.
Plush works as a companion, a photo prop and a way to express affection. The character creates an emotional doorway into the artist, even for people who have not met her music yet.
Character-led pop-up campaign
Self-initiated concept · 2026
Meet the sweetest cats in town
Pick your little Seoyangi.
A dessert pop-up where Youngseo's playful cat alter ego becomes six tiny plush characters made to be chosen, carried and photographed.
Youngseo
+
goyangi
=
Seoyangi
soft
to go
pick
your cat
Seoyangi No. 01 Your new pocket-sized companion.
01
The campaign idea
Not another merch drop.
A tiny piece of her, made huggable.
Youngseo's cat-like charm already has its own fandom language. Seoyangi turns that cue into something tactile: a character you can pick, carry and make part of your everyday life.
Make the cat the invitation.
Six recognizable desserts give the same Seoyangi six personalities. Choosing a favourite makes the merch feel personal before it is even unboxed.
Bring a little piece of Youngseo into your everyday life.
The pop-up turns admiration into a small, shareable ritual: discover the cats, choose yours, carry her, post her, and follow the trail back to the artist.
The original character
Seoyangi / seo-yang-ee /
Youngseo × goyangi, the Korean word for cat.
Youngseo
+
Cat
+
Dessert
→
A character universe
02
The dessert cats
Six sweets. Six moods.
Meet your
Seoyangi.
One character, remixed six ways. Pick a dessert, find the mood that matches yours, and start building your catfé box.
Mix and match up to three. The final box is a tiny portrait of your mood, not a standard merch bundle.
See how the box comes to life
03
The pop-up world
The store is the campaign.
Step into the catfé.
Every touchpoint moves the visitor one step further: notice the world, choose a personality, take a photo, and leave with a story that travels faster than the store.
Hot sale!every sweet mood
01 / The entrance poster
01
Discover
A storefront that works like a cover story.
The entrance poster and dessert-cat display create an immediate visual reason to stop. No product explanation is needed before the characters earn attention.
Campaign job: interrupt the street and create curiosity.
The social centrepiece
The Hero
The Hero
C-table
Six cats, one 360-degree discovery moment. The table gives every dessert character equal visual weight and turns product browsing into a photographable ritual.
Meet all six
Pick your mood
The unboxing is content too.
Every cat gets her own little world.
Custom packaging extends the character from shelf to handbag, giving the purchase a second life as a prop, a gift and a social post.
The complete pop-up loop
Walk around the
Walk around the
whole Seoyangi world.
Drag the room all the way around to inspect all five zones from every side, then follow the numbered route from the street to the checkout counter.
Route key
Five stops · one full turn
Drag horizontally to rotate through all 360 degrees of the pop-up room. The view can continue all the way around. Use the left and right arrow keys for keyboard rotation. Select any numbered stop in the scene, route key, or route list for details.
Live 360° walkthrough
View 000°
360
Drag all the way around
04
The campaign plan
From cute to a reason to buy.
Built as a campaign, not a merch drop.
Character appeal earns attention. The experience gives it meaning. The content system turns one visit into discovery for the next person.
Two audiences / one emotional doorway
Arrive for different reasons.
Arrive for different reasons.
Leave with the same little cat.
“I want something that makes me feel closer to her.”
Youngseo fans arrive with existing emotional context. Seoyangi gives that affection a collectible, everyday form.
Connection
Collection
Companionship
“This cat is so cute. Who is she?”
Cute-character fans arrive through visual appeal. The campaign gives them a playful route into the artist behind the world.
Visual pull
Discovery
Self-expression
The growth loop
One choice creates the next discovery.
01
Notice
Character-led visual
02
Pick
Personal meaning
03
Carry
Everyday presence
04
Post
Social proof
05
Discover
Artist pull-through
How I would judge success
A measurement plan that connects experience to business.
- Footfall
- Engagement rate
- UGC volume
- Conversion rate
- Units sold
- Sell-through rate
- Youngseo search interest
- Social mentions
- Content views
Working budget direction
Spend where the world becomes tangible.
A working allocation for the concept, focused on the spatial experience and the character-led assets that carry the campaign beyond the store.
The sweetest ending is a new beginning.
Choose a cat.
Carry a little joy.
Seoyangi's Catfé turns a character concept into a world people can enter, a product they can personalise and a story they want to pass on.
Pick your Seoyangi
Meet me at
the catfé
open to every sweet mood