[Edaily Reporter Kwon Oh Seok ] SONOKONG CO., LTD.(066910)announced on the 7th that it will host the art toy pop-up event “SEASON 2” at The Hyundai Seoul in Yeouido, Seoul, in collaboration with its wholly-owned subsidiary LOOPOP. This is the second exhibition following the first event held last August.

A total of 23 art toy artists will participate in this event, led by key artists Jo Myung-jun and Oh Jeong-ryul, who have been involved since the first event at The HyundaiMotor Seoul. The lineup of exhibited works was curated based on customer feedback and sales data collected during Season 1 in August.
In addition, a separate themed zone featuring military figures and related art toy pieces has been set up to commemorate Armed Forces Day (October 1). The plan is to broaden the art toy market’s appeal by targeting both military enthusiasts and collectors, as well as the 20s and 30s demographic—the department store’s primary consumer base.
This event marks the fourth step in a phased approach, following △ Season 1 at The Hyundai Seoul in August, △ the “NEXT PLAY” art collaboration at the Gangnam ACEL Gallery in September, and △ sponsorship of the U.S. Forces Korea Family Festival at the Seongnam U.S. Air Force Base (K-16) on October 2. SONOKONG CO., LTD. plans to build its platform infrastructure by diversifying customer touchpoints for art toys, a core category of its new business platform.
Previously, on the 2nd, SONOKONG CO., LTD. participated as an officially approved sponsor of Humphreys MWR at the “K16 Fall Music Festival,” a U.S. Forces Korea family festival held at the Seongnam U.S. Air Force Base, where it hosted a soldier figurine exhibition and a toy donation drive.
Based on the customer data collected at this exhibition, SONOKONG CO., LTD. and LUPOP plan to explore follow-up business opportunities, such as collaborations utilizing artists’ IP (intellectual property) and licensing agreements. The goal is to establish a virtuous cycle where artists, IP, and distribution channels grow together, moving beyond one-off events.
Cha Hyun-il, CEO of SONOKONG CO., LTD. and Lupop, emphasized, “SEASON 2 is an event that builds on that experience to showcase military themes alongside the artists’ works,” adding, “We will continue to create opportunities so that the artists’ works can reach more customers and lead to new collaborations even after the exhibition concludes.”