Pop-up store for JTBC's 'Reborn Rich' proving popular

The exterior of the pop-store for the ongoing JTBC series "Reborn Rich" [JTBC]

The pop-up store for the ongoing JTBC series "Reborn Rich" in eastern Seoul is proving to be a popular venue for fans of the show.

Located in Seongdong District, some 1,100 people visited the shop have visited the shop within the first four days after its opening, according to JTBC's marketing team. The pop-up store officially opened on Nov. 17.

The shop is designed to give a more immersive experience for the viewers of the show as it takes them inside the iconic sites and moments of the series with large cardboard cut-outs of the show's characters and various props that were used during filming.

There is also an audio guide of the space that actor Song Joong-ki recorded himself, and a photo booth with special filters of the drama's characters.

"Actor Song Joong-ki has visited the pop-up store as well and has left traces of himself throughout the store for the fans to enjoy," said JTBC.

The shop opens everyday from 11 a.m. to 8 p.m. through Nov. 27.

"Reborn Rich" recorded 11.7 percent in local viewership rating during its latest episode on Sunday, topping the ratings of other programs that were broadcast in the same slot.

The series is based on a Korean fantasy web novel of the same title which tells the story of a secretary of a conglomerate family. The secretary is used and abandoned by the family during his first life, but is reincarnated as the youngest grandson of the family and attempts to take over the conglomerate. Song plays the secretary. Actor Lee Sung-min stars as the money-hungry and cold-blooded patriarch of the conglomerate family.

BY LEE JIAN [lee.jian@joongang.co.kr]