[Disney+ Uncle Sam-sik Pop-up] From Screen to Street: Bringi...

[Disney+ Uncle Sam-sik Pop-up]

From Screen to Street: Bringing a Hit K-Drama into the Real World

When Uncle Sam-sik, a Disney+ original series, started gaining serious buzz, the question became: how do we keep that momentum going beyond the screen?

I worked as PM on an experiential pop-up that extended the drama’s world into a physical space. We designed a store that felt like stepping into the story, and paired it with a highly shareable hashtag event.

The result: tens of thousands of visitors, a strong participation rate in the SNS event, and coverage in lifestyle and branding media.

I love projects like this because they sit at the intersection of content, space, and community — all things I care deeply about.