An experiential team store that resembles a baseball stadium

Samsung Lions joined hands with Kakao Entertainment's global K-culture fan platform 'Berriz' to introduce a new concept of offline team store. This space, named 'Lions Team Store Offline Mall', was designed not as a simple goods store, but as a brand experience space where fans can directly experience and communicate.

The store embodies a baseball stadium centered around blue, the team's symbolic color. The home plate and base line are designed on the floor of the entrance to give fans the feeling of stepping into the batter's box. Inside, the infield diamond movement line and ground interior bring out the realism of the stadium, and the large circular media structure and player graphics in the center add to the dynamic atmosphere.

A variety of experiential spaces, such as an IP collaboration theme zone, three-dimensional photo zone, and seasonal pop-up zone, are also provided, so that everyone from the MZ generation to family fans can enjoy.

‘Blue Dynasty’ nostalgic limited edition goods sold out

Fans' reactions to the differentiated goods lineup are also enthusiastic. The limited edition '2026 Children's Kit' and '2025 Golden Glove Merchandise' are sold out, and the recently released 'Dynasty Replica Uniform' is also gaining great popularity.

Dynasty Replica is a re-release of the uniform from the time when the Samsung Lions were called the 'Blue Dynasty' after winning four consecutive KBO championships from 2011 to 2014. This product responded to fans' continuous requests for release, and attracted a lot of attention immediately after its release.

Currently, a total of 70 types of products are being sold, including replica uniforms, jackets, mufflers, ball caps, baseball cases, octagonal cheering sticks, double-sided cheering towels, key rings, folding cushions, and wapens.

Enhancing fan convenience through online and offline services

Berries is also introducing convenience services that connect online and offline. The plan is to launch an ‘on-site pickup linked service’ where products ordered from the online Berry’s Shop can be picked up directly at the stadium, thereby reducing waiting time on game days and increasing purchasing convenience.

In the future, various promotions such as digital link services and pop-up stores using apps are being planned.

Fans from 202 countries around the world have joined Berryz in just over a year since the launch of the official service in March 2025, and the proportion of global fans among all subscribers reaches 80%. We operate a fan community and store for various K-culture IPs such as K-pop, drama, entertainment, movies, and sports, and are expanding the fandom experience with differentiated services such as AI Persona and AI Comment Report.