Korean culture has grown far beyond Asia and become a global phenomenon. From K-pop topping music charts to popular TV dramas and food winning fans around the world, its influence is everywhere. What makes it even more interesting is that this wave not only entertains people, but also inspires them to take action. People from different countries, fascinated by Korean culture, dare to invest in their passion and create their own businesses, thus contributing to the spread of Hallyu (Korean Wave) on an international level.
Evi Kalaitzi, 33, is from Thessaloniki, Greece. She studied Food Science and Technology in her hometown, but soon realized that it wasn’t the career path she wanted to pursue. Today, she is living her dream as a business owner. On August 4, she opened ‘’A to Z Store,’’ the very first K-pop shop in Thessaloniki. The store offers a wide range of products, including albums, lightsticks, photocards from her Lucky Draw machine, and even Korean skincare.
The following excerpts are from an Instagram interview on Sept 26, where Evi shares what motivated her to open a K-pop store in Thessaloniki, Greece, and discusses the rising popularity of K-pop in the country.
1. How and when did your interest in Korean culture begin?
It all started in July of 2022. One day, I was scrolling through social media when I saw a clip of a performance with a very Balkan sound that really intrigued me. I did a little research and I found out that this was a group from Korea, called Ateez. The rest is history.
2. How did you decide to turn that interest into a business?
I visited K-pop stores abroad, and I realized that Greece doesn't have the accessibility of "going somewhere to buy an album." I wanted to do what I like, but also make it easy for people to get their desired things.
3. What does it mean to you to be the pioneer of a K-pop shop in Thessaloniki, Greece?
It's a very big honor, and I'm so happy people welcomed me in this with so much love. I also feel great responsibility to please as many customers as possible with taking care of their orders.
4. How would you describe the popularity of K-pop in Greece, judging from the perspective of a shop owner?
I think it's more popular than we think. We can't see it, maybe because of the age range of the fans, but I feel like there are a lot of people who are listening to K-pop.
5. What was the biggest challenge in starting a K-pop store in Thessaloniki?
Trying to discover which groups people are interested in. As a fan myself, of course I have my favorites, but I'm still trying to understand the Greek market and which groups people are more interested in, not only to listen, but to purchase items of them too. It's different to be a casual listener than being a collector.
6. What’s it like working with your Korean suppliers?
Most of my suppliers in Korea are incredibly professional, communication is smooth, and they’re always quick to accommodate any special requests I have. The real challenge, however, usually comes after the products leave their hands. Shipping and logistics can be tricky, with delays at customs or courier companies often requiring extensive documentation before the items are cleared for import.
7. What has been the most surprising part of running the business so far?
The amount of support I'm getting and the amazing words of encouragement I'm receiving from everyone. I knew a store like this was missing from the country but having people thanking me for this step, like ‘’I saved their lives,’’ it's something I never thought I would experience to this extent.
Evi’s journey shows how passion can grow into something much bigger than a personal interest. By opening Thessaloniki’s first K-pop store, she fulfilled her own dream and created a space for fans to connect and celebrate their love for Korean culture.
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