World Park in front of Lotte World Tower in Songpa-gu, Seoul. Under a massive 10m “Giant Grogu,” kids are fully immersed in battle play with their lightsabers. Behind the adults capturing the scene, fans dressed as Darth Vader are marching. It feels as if the familiar universe that began on screen in 1977 has been transported right into the heart of Seoul in 2026.
Every May 4th is “Star Wars Day,” a global celebration born from the pun on the famous line “May the Force be with you” (May the Fourth). Based at the Jamsil Lotte World Tower and running until the 17th, this festival is heating up ahead of the release of “The Mandalorian and Grogu,” the first theatrical film in seven years.
Cho Woong, the CEO of CW Movie Gallery and known as Korea’s “Figure President,” has brought about 80 of the finest pieces from his collection of over 1,000 items to this exhibition. “I brought the highest quality ones,” he said with a smile, his excitement evident as if showing precious treasures to a friend.
Meeting CEO Cho on Children’s Day (May 5th), he shared that he fell in love with Star Wars as a child when he saw the opening crawl of “Return of the Jedi” while holding his father’s hand. The overwhelming feeling of a massive spaceship dominating the screen changed a young boy’s life. His 30-year collection began with a single Star Wars piggy bank featuring his favorite characters, R2-D2 and C-3PO. “Looking back, I don’t think I was just buying objects, but rather rediscovering those overwhelming emotions from my childhood.”
The reason his collection moved from a private room to the public is touching. He saw a friend, who had been in deep distress, smile like a child while looking at his figures. The realization that his hobby could provide memories and comfort to others eventually led to the creation of “CW,” Asia’s largest figure gallery located in Gyeongsan, Gyeongbuk.
For CEO Cho, the core of the Star Wars myth lies beyond the flashy action. “Star Wars is a fundamental human story about choice, fate, and relationships. The choices characters make at crossroads are still relevant to us living in 2026. Fans are most passionate about the moments of a character’s inner conflict rather than the grand battles.”
The myth now flows to the next generation. “The Mandalorian and Grogu,” opening on the 27th, moves away from the heavy burden of the saga to focus on the emotional narrative between the characters Din Djarin and Grogu.
To those hesitating to dive in, CEO Cho shared a greeting borrowing words from Walt Disney: “Disneyland is not just for children, but for the child inside every one of us.” The space myth that bloomed on screen half a century ago has evolved beyond a passionate collecting habit into an emotional common ground that connects generations.
