Hello82, the rising independent K-pop label, is expanding its U.S. footprint with a new East Coast flagship fan space set to open in Manhattan’s SoHo neighborhood. The venue at 427 Broadway, expected to open in late summer 2025, will serve as a dynamic hub for K-pop fans, blending music, merchandise, and immersive experiences in one of New York City’s most vibrant retail corridors.
A Cultural Hub in SoHo
Spanning 6,915 square feet across the ground floor and lower level of a Chetrit Organization-owned building, the new Hello82 outpost is designed to be more than just a store. It will offer exclusive artist content, album drops, listening parties, and curated merchandise in a setting tailored to K-pop superfans.
“New York K-pop fans—while incredibly passionate and active—are especially underserved, and we are here to amend that,” said Hello82 founder and CEO Jae Yoon Choi. “This space isn’t just about shopping—it’s about building community and delivering experiences that go beyond expectations.”
Market Context and Lease Details
The retail lease was negotiated by Newmark’s Howard Kesseler, Jason Pruger, Jason Stein, and Alex Kesseler for the landlord, while David Berger of Bernstein Real Estate represented Hello82. Although financial terms of the lease remain undisclosed, market reports from Cushman & Wakefield estimate that average asking rents in SoHo were approximately $385 (€355) per square foot in Q1 2025. Based on this figure, the total annual rent for the Hello82 space could approach approximately $2.66 million (€2.5 million).
| Category | Amount |
|---|---|
| Space Size | 6,915 sq. ft. |
| Average Rent (SoHo) | $385/sq. ft. (€355) |
| Estimated Annual Rent | $2.66 million (€2.5 million) |
Expansion Plans Across the U.S.
Originally founded in Los Angeles, Hello82 has already established fan activation spaces in cities like LA and Atlanta. It is now targeting further growth in Chicago, Dallas, and other major metro areas. The brand has carved out a niche by merging physical retail with digital media and fan engagement, offering limited-edition collectibles and live events that drive both traffic and loyalty.
Community-Driven Strategy
The Manhattan launch comes at a time when U.S. demand for K-pop experiences is at an all-time high. With global K-pop acts like BTS, Blackpink, and Stray Kids commanding massive fanbases, Hello82’s move taps into a thriving subculture eager for local connection points.
The SoHo venue is expected to open later in 2025 and will debut with scheduled fan events featuring artists from Hello82’s roster. These include exclusive album previews, interactive showcases, live-streamed performances, photo ops, pop-ups, and meet-and-greet sessions, cementing its role as a premier destination for East Coast K-pop fans.
Future Outlook
As Hello82 continues to grow, its strategy of blending music, retail, and fan-centered events could redefine how entertainment brands engage with Gen Z audiences in urban retail landscapes. With an estimated annual rent of €2.5 million, the brand is making a significant investment in cultivating a vibrant K-pop community in one of the world’s most iconic shopping districts.
