By Yoo Na-hyunPosted : March 10, 2026, 17:57Updated : March 10, 2026, 18:01
Participants dance at the “morning rave” event at the YLESS flagship store in Bukchon, central Seoul, where a DJ performance and beauty experiences drew about 200 attendees. March 7, 2026. AJP Yoo Na-hyun 2026.03.07
SEOUL, March 10 (AJP) -Music filled a beauty brand store in Bukchon, central Seoul, early in the morning as people gathered with coffee cups in hand, swaying to a DJ set to begin the day.
The gathering followed the format of a “morning rave,” a lifestyle event gaining popularity overseas. Instead of alcohol and late-night partying, participants came for music, coffee and conversation. Around 200 people attended, moving between dance space, makeup experiences and personal color consultations.
Participants dance at the “morning rave” event at the YLESS flagship store in Bukchon, central Seoul, where a DJ performance and beauty experiences drew about 200 attendees. March 7, 2026. AJP Yoo Na-hyun
Inside the venue, the mood was relaxed and curious. Some danced freely near the DJ booth while others chatted, took photos or watched the scene unfold.
Despite the early hour, the room stayed lively as the music continued through the morning.
Participants dance at the “morning rave” event at the YLESS flagship store in Bukchon, central Seoul, where a DJ performance and beauty experiences drew about 200 attendees. March 7, 2026. AJP Yoo Na-hyun
Despite the early hour, the room stayed lively as the music continued through the morning.
Participants dance at the “morning rave” event at the YLESS flagship store in Bukchon, central Seoul, where a DJ performance and beauty experiences drew about 200 attendees. March 7, 2026. AJP Yoo Na-hyun 2026.03.07
The event reflects a growing “sober curious” trend among younger generations, particularly millennials and Gen Z. Coffee, music and community are beginning to replace the traditional nightlife centered on drinking, offering a different rhythm to start the day.
Participants dance at the “morning rave” event at the YLESS flagship store in Bukchon, central Seoul, where a DJ performance and beauty experiences drew about 200 attendees. March 7, 2026. AJP Yoo Na-hyun 2026.03.07
Participants dance at the “morning rave” event at the YLESS flagship store in Bukchon, central Seoul, where a DJ performance and beauty experiences drew about 200 attendees. March 7, 2026. AJP Yoo Na-hyun 2026.03.07