Visitors head to Seongsu, the epicenter of Korean-style pop-up stores where they can discover various brands and enjoy unique experiences for free. The destination is Yeonmujang-gil, where the highest concentration of pop-ups can be found.

Starting from Seoul Station, travelers take Line 4 and transfer to Line 2 at Dongdaemun History & Culture Park Station, arriving at Seongsu Station about 30 minutes later. Several exits greet them at the station.

Yeonmujang-gil is divided into West and East sections. Exit 4 leads to the start of West Yeonmujang-gil, while Exit 3 takes visitors to the middle of the street. Opening a map app, one finds it takes less than five minutes to reach Yeonmujang-gil from Seongsu Station, and anticipation naturally quickens the pace.

As soon as visitors enter the Seongsu streets, there’s so much to take in. Every sign seems to beckon, “Come in and look around.” Walking without a plan is enjoyable enough, but at some point, it becomes hard to tell whether what’s in front of you is a café, a brand store or a temporary pop-up that will soon disappear. Everything features flashy exteriors and lines of excited visitors.

This is when a map app becomes essential. Using the map app to search “Seongsu-dong pop-up” provides descriptions, opening and closing times and locations of pop-up stores at a glance. For more systematic browsing, visitors can also use Korean platforms specializing in pop-ups and exhibitions, checking information about current and upcoming pop-ups, including whether reservations are required.

Upon arrival, some venues use kiosks for waitlists, so visitors can enter their phone number and explore the surrounding alleys while waiting. Gift shops, cafés with delicious food and trendy fashion brands abound. Pop-up stores aren’t the only attraction in Seongsu—even the waiting becomes a natural part of the journey.

A Fans’ Festival
The first stop is the VALORANT pop-up store by Riot Games, a tactical FPS (first-person shooter). This place, packed with fans and leaving barely any standing room, feels like a world of its own. There is a board where visitors waiting in line can leave messages for their favorite professional gamers with game footage and team uniforms.

In the gaming zone at the center, people who have just met on-site play VALORANT together. Six stations line both sides, each with a line of people waiting their turn. Activities include spotting changes in the newly updated map and solving OX quizzes about the 2026 season. After each station visit, visitors receive a stamp for prize redemption. Through these activities, visitors experience the game’s core elements hands-on, doubling the enjoyment.

Simply by enjoying the stations, visitors find themselves walking away with rewards. They may win in-game card coupons, gaming gear and VALORANT merchandise. The sensation of being at a gaming event among fellow enthusiasts is satisfying enough, but leaving with prizes to remember the experience makes it even more rewarding.

Stories Beyond the Dining Table
The next pop-up store featured is by Ashley Queens, a Korean buffet brand known for its hearty all-you-can-eat dining. Stepping into the space, however, reveals a different world. Titled House of Ashley, the pop-up presents a fictional home shared by three generations: grandmother Catherine, mother Evelyn and daughter Ashley.

After checking reservations at a reception styled like an American ballroom, visitors enter The Heritage Room, where objects collected by the Ashley family are displayed. The exhibition includes a large quilt blanket and cushions once used by President Franklin D. Roosevelt and his wife at the White House, as well as tableware used at the wedding of President John F. Kennedy. Also on view are a first edition of Gone with the Wind and a Harley-Davidson FLH motorcycle once owned by a member of Mötley Crüe.

At the end of the space, in Ashley’s family living room and kitchen, enticing aromas fill the air. Lingering in the afterglow of the exhibition, visitors enjoy coffee, beverages, desserts or food. The experience concludes not only with sweetness on the palate, but with a sense of completing a narrative expressed through space and taste.

A Space Weaving Experiences
Visitors explore T Factory, showcasing a new type of pop-up exhibition. This flagship store operated by Korean telecom company SKT regularly presents pop-up exhibitions. The exhibition is themed “For My Next Chapter,” inviting visitors to reflect on the past year and set future directions.

Upon entering, visitors receive a checklist to reflect on the past year. Eight categories, including daily routines, health, financial planning and academics, help them review their interests and efforts over the year.

After completing the checklist, visitors explore experience zones, including beauty trials, musical instrument experiences and craft-making. They also browse themed booths from eight participating brands, extending the flow of self-reflection beyond simple experiences.

Rather than placing the brand front and center, the exhibition prioritizes visitor experience, making T Factory feel closely connected to everyday life.

In this way, the pop-up stores in Seongsu transcend the concept of temporary retail spaces. For brands, they provide an approachable way to communicate; for visitors, they offer experiential spaces to explore personal interests.