Seoul's brand pop-up store to open in Seongsu this week

A conceptual image of Seoul's pop-up store, showcasing the city brand’s pictogram characters / Courtesy of Seoul Metropolitan Government

The Seoul Metropolitan Government will open a pop-up store in Seongsu-dong, a trendy neighborhood in Seongdong District, for a four-day run from Thursday.

It will showcase a variety of Seoul-inspired merchandise and experiences under the theme "Seoul Life."

The store will open at 6 p.m. and close at 9 p.m. on its opening day, and it will then run from 1 p.m. to 9 p.m. on the following days.

Admission is free, and no reservations are needed. However, the city said an on-site reservation system can be installed in case of overcrowding.

The pop-up store will be located at a popular cafe named Ssennue in Seongsu-dong.

The first floor of the two-story store will be decorated under the theme "Seoul Night," featuring exhibitions with LED lights that paint an image of Seoul's nightscape.

The store will also offer delectable desserts featuring the city brand's pictograms. Three types of beverages and four types of chocolate will be provided for free to the first 100 participants who engage in programs at the store.

The store's second floor, called "Seoulite," will represent the people of Seoul. Visitors will be able to engage in quiz games about Seoul and create postcards under the theme of "Life in the City."

In addition, an array of photo zones will be prepared at the store.

The city, in particular, intends to incorporate Seoul merchandise and mascots in the store. It said the photo zones will be designed to appeal to Gen Zers, known for their penchant for posting pictures on social media.

The second floor will also have an exhibition and sales space for Seoul's merchandise, as well as experience zones.

This photo shows a conceptual image of a photo zone at the pop-up store, adorned with Seoul's merchandise. Courtesy of Seoul Metropolitan Government

A diverse array of merchandise available for purchase will include popular items like hoodies, pouches, slippers, mini broomsticks and incense sticks.

These sought-after products debuted at the Dongdaemun Design Plaza Design Store on Dec. 30 last year and were designed in collaboration with the Seoul Metropolitan Government, the Seoul Design Foundation and the Seoul Tourism Organization.

According to the city government, people formed lines to buy the city-themed merchandise up to an hour before the sales began at the store.

They are still available at the store and its online mall.

The city government will also unveil Seoul Ramyeon for the first time at the store, which it created in collaboration with Pulmuone, a food company.

Seoul Ramyeon will be available in two options, one with soup and another with black bean sauce paste.

The city government said that both flavors use dried noodles to reduce calories and provide a healthy culinary experience.

Moreover, Seoul Ramyeon uses one type of packaging for both its seasoning and vegetable flakes to reduce waste.

The pop-up store will also host events to present a range of products, including a Seoul merchandise lottery and free Seoul Ramyeon handouts to visitors.

Entertainer Hong Hyun-hee and her husband Jasson, Seoul's honorary ambassadors, are scheduled to visit the store on its opening day, and will participate in various events.

A portion of the proceeds from the store will be donated to charitable causes.