Independent K-Pop label hello82 revealed to amNewYork that they are bringing their beloved West Coast fan experience to the Big Apple for the first time.
Renowned in Los Angeles and Atlanta for its innovative approach to bridging the relationship between fans and K-Pop idols, this flagship location opens at 427 Broadway and promises to offer 6,915 square feet combined across the ground floor and lower level, filled with activities, merchandise, and so much more.
While New York City has been the crossroads where K-Pop music meets listeners with infamous artists such as BTS, xikers, ATEEZ, TXT, P1Harmony, there are less than a handful of stores that cater to this audience. hello82 hopes to amend this and become another vibrant part of the fabric that makes the Big Apple so iconic by bringing fans exclusive access to artists.
“K-pop is a unique genre where fans actively influence the industry itself. While all the artists are based in Korea, most fans are located outside of Korea. We wanted to help make K-pop truly global by supporting underserved international fans. As a unique music label and distributor, we not only serve the artists but also help them connect with fans wherever they are,” Jae Yoon Choi, Founder and CEO of hello82, told amNewYork.
As an avid fan himself, Choi wanted to cultivate a space that provided meaningful experiences and fostered the passion exhibited by K-Pop lovers. He founded hello82 in 2018, and since then, he has revolutionized the industry. The expansion to New York City is only part of its transformation into a global powerhouse with its fan-first approach.
“All of us at hello82 are K-pop fans ourselves. We aim to be friends to the fans and to create what we believe is truly needed in this market and industry,” Choi said. “As we’ve worked with artists, it hasn’t always been easy to find a space to hold events for fans, so we realized we needed to create our own. Every city is different, and we understand that. The space and vibe will differ from hello82 LA, but we’re committed to making hello82 NYC a true playground for K-pop fans in NYC and on the East Coast.”
In Los Angeles, hello82 has hosted listening parties, cup sleeve events, sold signed albums, and offered access to creative content that goes beyond what a retail store would offer. In June, TOMORROW X TOGETHER (TXT) danced and met their supporters at the LA flagship location, the following month P1Harmony interacted with fans by posing as staff workers, and even more fun last summer with fan sign events featuring AMPERS&ONE and a host of other Billboard chart-topping icons.
The company looks to continue this experience in the concrete jungle. Earlier this month, the NYC location hosted a soft opening with the release of P1Harmony’s album ‘DUH!’
With the ink still fresh on the newly signed lease with The Chetrit Organization (represented by Newmark’s Howard Kesseler, Jason Pruger, Jason Stein, and Alex Kesseler), the multi-year lease transaction of hello82 (represented by David Berger of Bernstein Real Estate) is hoped to be an added jewel to the SoHo neighborhood.
“We are proud to welcome hello82 to 427 Broadway and look forward to debuting their first-ever and flagship presence within the City’s retail market,” said Michael Chetrit of the Chetrit Organization. “This is not only a significant milestone for the company but also represents the continued demand and global appeal of the SoHo market.”
Currently, hello82 is undergoing a soft opening for fans to visit, but fantastic events and more will be offered as they prepare for a grand opening later this year.
