POP MART’s beloved HIRONO is stepping beyond art toys and collectibles with immersive flagship stores designed around the character’s emotional world. Instead of conventional retail outlets, each location reflects the culture and identity of its host city, creating spaces where fans can experience HIRONO beyond the display shelf.
Following successful openings in Shanghai, Bangkok and London, HIRONO’s first South Korean flagship has also joined the growing network, further strengthening the character’s global presence across Asia and Europe.
Four Cities, Four Distinct Stories
Rather than replicating a standard store concept, every HIRONO location has its own personality inspired by local culture and architecture.
| City | Opening Date | Store Concept | Highlights |
|---|---|---|---|
| Shanghai | 21 February 2025 | HIRONO Pharmacy | Inspired by a traditional Chinese apothecary with reclaimed wood, concrete interiors and medicine cabinet drawers, creating a calm, reflective environment. |
| Bangkok | 20 December 2025 | HIRONO Floating Market | A four-storey space inspired by Thailand’s floating markets, blending shopping, leisure and community. The top floor is dedicated to relaxation. |
| London | 15 February 2026 | HIRONO Brick Yard | Located on Brick Lane, preserving the original brick façade while incorporating antique furniture and street-inspired typography. |
| Seoul | 5 June 2026 | HIRONO Passing Station | Located inside Gwangjang Market, inspired by Seoul’s subway system and everyday urban life. It is also the first Korean store to carry HIRONO’s complete lifestyle collection. |
Seoul Flagship Debuts at Historic Gwangjang Market
The newest flagship is located at Seoul’s historic Gwangjang Market, one of Korea’s oldest traditional markets dating back to 1905.
Named HIRONO Passing Station, the store takes inspiration from everyday commuting rather than destination shopping. Its interiors incorporate visual elements from the Seoul subway, allowing the space to blend naturally into the rhythm of the bustling market.
The opening also marked artist Lang’s first visit to South Korea. Unlike previous locations, the Seoul flagship offers HIRONO’s most comprehensive product range, including apparel, art toys, homeware, jewellery and accessories.
More Than a Designer Toy
Created by artist Lang and published by POP MART, HIRONO has become one of the company’s most recognisable original characters. Known for his quiet, introspective personality, HIRONO resonates with collectors through themes of emotion, imagination and self reflection rather than loud expressions.
The expansion into immersive flagship stores signals POP MART’s ambition to transform HIRONO from a collectible into a lifestyle brand with experiential destinations that encourage visitors to slow down and connect with the character’s world.
With locations now spanning Shanghai, Bangkok, London and Seoul, HIRONO continues its evolution beyond designer toys into physical spaces that celebrate local culture while staying true to the character’s understated identity.