Korean-themed pop-ups have appeared in London, Los Angeles, and Paris as part of a promotional campaign for Call of Duty: Modern Warfare 4, bringing scenes from the upcoming video game to life.
Set against a fictional war on the Korean Peninsula, the game follows South Korean soldiers fighting a full-scale North Korean invasion. It is scheduled for release Friday.
In London, Activision and Omnicom Media recreated a Korean streetscape near Shoreditch High Street, complete with convenience stores, neon signs and familiar storefronts. The installation features cinematic effects, including smoke, pyrotechnics and helicopter sounds, to re-create the game's atmosphere.
Many London-based influencers praised the pop-up online, highlighting how small details, such as gym advertisements posted on walls, helped re-create the feel of an authentic Korean neighborhood.
“Doesn’t it feel like I’m in the middle of Seoul right now?” British influencer Rebecca Estrella said in a video documenting her visit to the street.
A similar installation brought the Korean alley concept to Sunset Boulevard in West Hollywood, Los Angeles.
In Paris, the campaign took a different approach. Content creator Pape San partnered with Activision to open “Chez Pape,” a temporary Korean grocery store on Rue Saint-Roch. Behind the store’s shelves, visitors could discover a hidden gaming area where they could try the upcoming title.
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