1 Utama jumps on board K-pop hype with Korean-themed retail zone

1 Utama Shopping Centre has collaborated with Malaysia Shopping Malls Association (PPK) and four Korean retail brands to open up opportunities to Korean retailers in Malaysia.In a bid to cater to tourists and locals, 1 Utama will be unveiling a Korean-themed retail zone at its newest wing. From Korean fashion, F&B restaurants and K-pop celebrities meet and greet, the retail zone covers four levels in the mall. The retail space is expected to complete by the end of 2019.This comes following the recent agreement between PPK Malaysia and Korean Trade-Investment Promotion Agency (KOTRA), where more Korean companies and brands will be provided with franchise opportunities in Malaysia. A+M has reached out to 1 Utama for its marketing efforts and additional information.Lately, there have been several brands jumping on the K-pop fever in Malaysia. Earlier this year, INTI International University & Colleges became a co-sponsor for a concert by South Korean girl group BLACKPINK in Kuala Lumpur. INTI students will have access to promotions for exclusive BLACKPINK giveaways, including send-off passes, sound-check passes, autographed posters and tickets to the concert.Last October, Marrybrown unveiled a K-pop inspired music video to promote its hot chicks burger combo and hot chicks drumlets combo. Meanwhile, Domino’s Malaysia also rolled out a campaign titled “Samyeang Showdown” in 2018 featuring a Korean-inspired menu.AirAsia’s inflight magazine travel360.com also seized the opportunity to jump in on the hype by partnering with Tinder to reward fans of South Korean Singer, Seungri, with concert tickets.