LINE FRIENDS has teamed up with virtual idol group PLAVE to present the 'MMMM Baby Room' pop-up store, set to heat up both Hongdae and Busan in the second week of February.
Running from Wednesday, February 11, to Sunday, February 22, 2026, the pop-up will take place at K-Pop Square Hongdae in Seoul and Shinsegae Centum City in Busan and Mapo-gu, Seoul. The event recreates the adorable baby-themed world of MMMM in an immersive offline space, offering visitors a fully experiential setup alongside a lineup of limited-edition merchandise.
On opening day, February 11, the pop-up will operate exclusively through a 100% advance reservation system. Reservations opened at 11 AM on February 5, 2026, and only those who secure a booking will be allowed entry on the first day.
As the first opportunity to experience the space and MD displays, opening day is expected to feel like a pilgrimage-style “open run” for core fans of PLAVE and MMMM. With limited slots anticipated, accessing the reservation system promptly at the scheduled time will be crucial to securing a preferred time slot.
From February 12 to February 22, the pop-up will switch to an on-site reservation system using a waiting queue. Visitors can register for same-day entry at a kiosk located in front of the venue and will be admitted sequentially according to their assigned time.
Since no separate online ticket is required during this period, visitors can flexibly adjust their schedules on-site, making it relatively convenient for those hoping to stop by during trips to Seoul or Busan.
The highlight of the pop-up is undoubtedly its Mmememimu baby concept merchandise lineup. A wide range of lifestyle-friendly items will be available, including Mmememimu dolls, cushions, pouches, mugs, portable chargers, keycaps, hoodies, and socks. Fans can enjoy selecting goods that best suit their personal style and daily routines.
To prevent bulk buying and resale, purchases will be limited to three items per product per person. The measure appears designed to ensure fair access and allow more fans to purchase items directly. With MMMM expected to be rendered in small, rounded silhouettes and soft pastel tones, the collection is likely to appeal not only to PLAVE fans but also to general character merch enthusiasts.
Special purchase benefits are also drawing attention. Customers who spend more than 100,000 KRW at the pop-up will receive a limited-edition reusable bag, likely featuring PLAVE and Mmememimu logos or illustrations.
Additionally, buyers of MMMM mini dolls will receive a PLAVE portrait photo card. If distributed at random, the inclusion is expected to further fuel collectors’ interest in gathering cards for each member.
PLAVE is rewriting the rules of the virtual idol market, evolving from a digital experiment into a global cultural sensation that shatters the boundaries between reality and the virtual world. In their latest move to deepen the bond with fans, they are presenting a special offline space, ‘MMMM Baby Room’ dedicated to MMMM, their adorable alien "pixel cluster" companions who have become an inseparable part of the group's lore. These characters represent the emotional connection and family-like bond that PLAVE shares with their dedicated fandom.
Since their debut in 2023, PLAVE has proven their unrivaled popularity as a top-tier group through a series of historic achievements that were once thought impossible for virtual artists. They have successfully secured the number one spot on major music shows and broadcast charts, competing head-to-head with the industry's biggest names.
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