In recent years, pop-up stores in Seoul and basically all of South Korea have been taking off. Especially Seoul has become something of the Korean pop-up store capital. They’re a really fun place to go to as they usually feature some activities to do, you can participate in raffles, receive goodies, and take fun photos. But how do you find out about pop-up stores happening in the first place?
What are pop-up stores?
pop-up store (noun):
– a store that opens suddenly and usually exists for a short amount of time:
A temporary pop-up store often appears when retailers take advantage of empty retail space.
https://dictionary.cambridge.org/dictionary/english/pop-up-store
More and more brands have been hopping on the trend to create a temporary home for their products. They’re allowing people to experience their products in person, creating a palpable experience in the real world instead of online. Also, pop-up stores are often utilized to celebrate the launch of new products, movies, or albums to create buzz and attention. They’re often linked to a hashtag campaign and attendees are asked to share photos on their social media accounts for a chance to receive goodies or participate in a raffle.
Especially Seongsu (성수동) has become a popular hotspot for brands to build their temporary brand home featuring games, give-aways, photo zones, and more. Some buildings in the district are even exclusively hosting pop-up stores. Other brands like Gentle Monster seem to have a permanent location with varying exhibitions. Then there are also cafés and restaurants that become hosts for limited times.
Disclaimer: Some of the pop-up stores are walk-in ones. Goodies might be first come first serve or limited to a certain amount per day. Other ones require a booking in advance or you to register on-site for a time slot. In case the registration process is via Naver, you need a verified account which can be a bit challenging to acquire as a foreigner.
How to find pop-up stores?
Social media is one of the best ways to keep up-to-date with pop-up stores happening (not just) in Seoul, and there are different ways to go about it. So, here are six options for you, including following dedicated pop-up store, district, event accounts, specific hashtags, and more.
1. Pop-up store Accounts (Instagram)
There are various Instagram accounts dedicated to covering pop-up stores.
Here are the three most popular ones:
The accounts post in Korean so if you don’t speak the language, feel free to use the Instagram translation feature or Google Lens/Papago Study Camera (you can find a list of other useful apps to download before going to Korea here). They usually feature upcoming as well as currently happenings pop-up events.
2. District Accounts (Instagram)
Various Seoul districts have their own Instagram accounts or people running accounts dedicated to them to keep you updated on what’s happening there. Therefore, unlike previously mentioned accounts, not all posts will refer to pop-up stores. However, they sometimes announce events further in the future, which can be useful if you want to plan your stay in Seoul in advance.
The most popular (and due to their location relevant) accounts:
Disclaimer: Posting language is Korean.
3. Event Accounts (Instagram)
There are a couple of Instagram accounts covering events and cool places all over town. So, naturally, they often mention pop-up stores in Seoul as well.
My favorite ones are:
4. Accounts of Brands/Artists/etc. you’re interested in (Instagram, Facebook, TikTok)
This category depends on your personal taste and interests.
Are you into Kpop? Follow your favorite bands and their labels on your social media platform of choice Think: Do they post more on Instagram, Facebook, TikTok? Do they maybe have a newsletter? Also, in case of them having different country accounts: Follow the Korean version.
For example, I went to an I.M pop-up store for the release of his third EP and the event was promoted on his Instagram account as well as the Sony Music Korea account (but not on the general Sony Music account).
There are also various food, beauty, clothing, and lifestyle brands promoting new products or services with pop-up stores. Follow their Korean accounts to not miss out.
5. Specific Hashtags (Instagram)
Instagram has the feature to follow specific hashtags and it’s a great way to stay up-to-date in terms of pop-up stores. As you’re looking for events happening in Korea #팝업스토어 and as English hashtags like #popupstoreseoul have a lower search volume, I’d recommend following the Korean hashtags #팝업 (pop-up) and #팝업스토어 (pop-up store) for the best results.
6. TikTok Search
TikTok is the new Google. Kind of, at least. It’s for sure a great place to get an up close and personal look into the pop-up stores and judge based on other people’s POV what to expect there and whether a pop-up store is worth going. Try different combinations of search terms and both English and Korean for best results. For example: “팝업스토어 서을” or “pop-up store seoul”
7. 팝스(POPS) APP
Still rather new: There is an app called 팝스 (POPS) that specializes in pop-up stores in Seoul. There you can find current as well as upcoming events. In addition to the handy map function, the app provides you with useful information about the event, including everything opening hours, registration process, etc.
You can download it here: Android // iOS
So far, the app is only available in Korean, but with Papago or a similar translation app (more useful apps for your trip to Korea can be found here), you can easily navigate it without knowing Hangul.
Pop-up stores are definitely an exciting way to get to know Seoul and discover a different side to the city. Whether you’re alone or with friends, pop-up store hopping is great fun. So if you’re in Seoul anyway, just check out one of the pop-up store options mentioned here and get ready for an adventure!
Have you been to a pop-up store in Seoul yet or are you planning to go to one? Let me know in the comments.
Interested in learning more about Korean culture? Check out my blog posts about Dancheong, making your own DIY souvenirs, Korean Culture with a Twist, Lotus Lantern Festival, and Traditional Children’s Games as seen on Squid Game.
Also, on my blog, you can find a post on 5 must-download apps before your trip to South Korea, the best time to visit, and a free printable travel prep checklist.
Are you traveling to South Korea?
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