The Hyundai Seoul is set to host a K-content festival that allows visitors to experience various aspects of Korean pop culture and lifestyle, including K-Pop, beauty, food, characters, and living.
Hyundai Department Store announced on June 19 that the K-content fair, titled 'What's Your K-Taste,' will take place at The Hyundai Seoul from June 20 to July 12.
The event will feature pop-up stores and experiential programs on each floor of The Hyundai Seoul, allowing customers to explore K-Pop, K-Beauty, K-Food, and K-Living tailored to their preferences.
Starting on June 23 and running until July 1, the B1 Iconic event space will host a pop-up store celebrating the release of the second mini-album 'Lemon Tang' by the girl group Hearts to Hearts, under SM Entertainment.
On the fifth floor, a pop-up store will commemorate the release of boy group ATEEZ's 14th mini-album 'Golden Hour: Part 5' from June 26 to July 5, showcasing and selling related merchandise to attract both domestic and international fans.
K-character merchandise and traditional cultural goods will also be featured. A pop-up store for the popular social media character 'Glasses Dumpling' will open on B2 from July 9 to July 22, offering exclusive products.
Additionally, from June 25 to July 5, the fifth floor will host the first offline pop-up of the handmade paint brand 'Evr Lab,' which is based on traditional colors. On the same floor, The Hyundai Souvenir will operate a pop-up for the gochujang brand 'Ketchup,' selected as a '2025 K-Culture Product,' until June 24.
K-Beauty and living events are also planned. On the fourth floor, Hyundai Department Store's clean beauty edit shop, Be Clean, will launch the 'My Instay' pop-up from June 20 to July 2, featuring a new collection of diffusers inspired by traditional Korean designs.
The same floor will also host a pop-up store for the K-bedding brand 'Bean Collection' from June 24 to July 8, offering discounts on bedding and household items.
To enhance benefits for foreign customers, the sixth-floor global lounge will provide vouchers with additional discounts and gifts for visitors during the event. A custom ID card reflecting customer preferences will also be made available for free at the B2 Photogram store.
An online event in collaboration with the Seoul Tourism Foundation will run from June 24 to 30. Foreign customers who comment on the event posts on the official Visit Seoul Instagram will be entered into a drawing for prizes, including a stay at the Fairmont Ambassador Seoul, VIP lounge access at The Hyundai Seoul, and food and beverage vouchers.
This event is part of The Hyundai Seoul's ongoing strategy to attract foreign tourists through K-content. Since its opening, the store has welcomed visitors from 182 countries, representing about 95% of the UN's 193 member states.
Over the past five years, The Hyundai Seoul has hosted 1,892 pop-up stores, with more than 660 launched last year alone. K-Pop-related events have been held over 30 times in the past year, establishing pop-ups featuring idols, characters, and fashion brands as key attractions for foreign customers.
A Hyundai Department Store representative stated, "We plan to showcase diverse content so that customers can experience differentiated K-culture alongside shopping. We will continue to develop new content to provide unique shopping experiences."
* This article has been translated by AI.
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