The Hyundai Seoul September Pop-ups: RESCENE, NESS, Hanjungseon and More

The Hyundai Seoul attracted numerous visitors with a variety of pop-up stores throughout September. Known for its rapid trend cycles, the department store showcased diverse brands and themes, from the subway connection passage to Epic Seoul on the 5th floor, offering both shopping and cultural experiences.

Key pop-ups included girl group RESCENE's fragrance archive and limited edition merchandise pop-up (5F Epic Seoul, Sep 15-23), the offline pop-up for popular zigzag shopping mall Ganasra (B2F subway connection entrance, all September), and the kitschy street fashion brand Wackywilly pop-up (B2F Young Fashion Zone, all September). Additionally, the sensory perfumery pop-up 24/7 X What the Fume (B2F escalator front, all September) and the eco-friendly vegan beauty brand relay pop-up B Clean (B2F Beauty Zone, all September) were also active. Notably, fashion brand NESS hosted 'THE ROOM' pop-up from September 26-30 at B2F POP-UP@EAST, featuring a pre-release of its 26 FW collection, collaborative ball caps, and gifts based on purchase amount. During the Chuseok season, autumn food pop-ups like the fruit glutinous rice cake specialist Hanjungseon and the mango cake famous Fruit Restaurant 1995 were popular at the B2F Central F&B Zone.

Bloggers expressed positive feedback on The Hyundai Seoul pop-ups, highlighting their rapid trend changes and diverse attractions. The Hanjungseon pop-up, in particular, saw long queues even on weekdays, and Fruit Restaurant 1995's mango cakes were so popular they sold out by lunchtime. Visitors appreciated the opportunity to experience products they had only seen online and to enjoy limited edition merchandise and special benefits.