Independent K-Pop label hello82 gave fans a taste of what the future holds at their new SoHo headquarters with a surprise listening party with pirate kings ATEEZ on July 12.
The renowned creators of this fan-focused space expanded to New York City in May, where hundreds of fans have flocked for their pop-up experiences celebrating album releases like P1Harmony’s DUH! and ATEEZ’s GOLDEN HOUR: Part 3. hello82 NYC has become an inclusive space that embraces K-Pop culture in SoHo with its 6,915 square feet of fan activities and exclusive merchandise.
From July 11 to July 13, hundreds of ATINY–the name affectionately given to ATEEZ fans–lined the streets outside of 427 Broadway to celebrate the release of GOLDEN HOUR: Part. 3 “In Your Fantasy Edition” along with the much-anticipated 2025 World Tour IN YOUR FANTASY at Citi Field.
The company is world-renowned for its fan spaces in Los Angeles and Atlanta, where K-Pop groups have interacted with fans through dance parties, fan signs, and other innovative activities. While the SoHo flagship is still undergoing its soft opening, the company aimed to give fans an afternoon they would never forget.
On Saturday, New York City got a taste of hello82’s legendary fan experiences when K-Pop titans ATEEZ made a surprise visit to the space for a half-hour listening party.
A roar of screams echoed throughout Broadway when MEMBERS HONGJOONG, SEONGHWA, YUNHO, YEOSANG, SAN, MINGI, WOOYOUNG and JONGHO entered the hello82 NYC. ATINY clutched their phones and stared wide-eyed in disbelief that the young men they adore, many of whom have provided music that has been a source of comfort for them, were mere feet away from them and it was all for free.
Despite the sweltering summer heat, ATEEZ smiled brightly as they waved to fans both inside the SoHo space, and to those who pressed their faces against the glass windows holding up their ATINY photocards and plush ATEEZ dolls.
“Thank you for coming, I am so happy to meet you ATINY,” YUNHO told the roaring crowd.
“It’s really an honor for us. This is our dream and without ATINY we can’t do this, so let’s make more days [like this] forever and forever,” SAN shared.
With a hand over her mouth and tears welling in her eyes, Emily Liebehenz, 27, looked around the hello82 space in awe. For this longtime ATINY who made the trek from New Jersey simply to celebrate her favorite K-Pop group in a space that embraced fans like herself, this was an unforgettable moment.
“I was not expecting this. I feel amazing, I’m just stuck in shock right now. I can’t believe it’s just right place, right time,” Liebehenz said in a starstruck daze. “They are so amazing, all the songs [in their new album] are so amazing.”
Frances Paran was also in a state of shock after seeing ATEEZ in person. The 19-year-old Queens resident worked from 5 a.m. until 12 p.m. and decided to check out the pop-up ahead of Sunday’s concert since it was going to be the first time she watched ATEEZ live.
“My shift ended at 12 p.m., and I thought I might as well come here. I was not expecting this,” Paran said, adding that she stayed in the store longer to interact with other ATINY. “It was unbelievable. The room definitely got hotter when they came in.”
After listening to their latest album release, ATEEZ thanked the crowd for their continued support.
“I think it was a real surprise! Thank you so much for coming and thank you so much for enjoying the songs with us! I hope you enjoy all of our songs forever,” HONGJOONG said, before the eight-membered group took a bow and bid ATINY goodbye for the afternoon.
