In the weeks before a major console release, PlayStation has transformed a corner of Seoul's Hongdae district into a shrine to one of Marvel's most enduring figures — a ten-day gathering where anticipation becomes tactile, and a video game's world briefly inhabits the physical one. 'The Claw' pop-up at AK Plaza is less a marketing event than a ritual of arrival, inviting fans to touch, photograph, and eventually play their way into a story before it officially begins. It is a reminder that even in the age of digital distribution, the appetite for shared, embodied experience around cultural mom