People wait in line to enter the Pokemon pop-up store at Olive Young N Seongsu in Seongdong District, Seoul, May 2. Yonhap
One of the defining features of Seoul's Seongsu-dong is its abundance of pop-up stores — retail spaces that operate only for a limited time.
Because the neighborhood attracts young consumers and international tourists, companies frequently open pop-up stores there to promote new products and services.
Choi Youn-jin
Unlike traditional retail shops, which focus primarily on sales, pop-up stores are designed to create memorable experiences. Eye-catching displays encourage visitors to stop by, take photos and share them on social media, generating buzz for brands, products and companies. As a result, everything from K-pop merchandise and food to fashion, electronics and even long-established digestive drinks familiar to older generations have found their way into Seongsu's pop-up scene.
