Seoul, South Korea – September 17, 2025 – The Korea AI Games Association announced that it will host a special indie-focused event, PLAY ON & POP UP, from November 10 to 16, 2025, at the Lotte Department Store Centum City (B2 Plaza) in Busan. The event coincides with the week of G-STAR 2025, Korea’s largest international gaming exhibition, and will spotlight both major IPs and indie creators.
The pop-up store will provide indie studios and creators with the opportunity to showcase and sell merchandise based on their game IPs directly to consumers. With its location near BEXCO, where G-STAR is held, the event is expected to attract significant natural foot traffic and create new revenue streams for smaller developers.
Importantly, part of the sales revenue from goods will be donated to support indie developers, reinforcing a message of positive impact and sustainable growth within the gaming ecosystem.
Confirmed participants include major publishers such as Daewon Media (Final Fantasy, Dragon Quest), Kuro Games (Wuthering Waves), and Nimble Neuron (Eternal Return). In addition, around 20 indie game studios will take part, presenting their unique creative works and original merchandise.
Song Chang-ho, Chairman of the Korea AI Games Association, commented:
“This pop-up store will serve as a valuable opportunity for indie developers to meet and connect directly with players. We believe it will not only expand revenue opportunities for participating companies but also deliver broader social value.”
The association is currently recruiting additional participating companies and teams via its community platform Indieple Café.
