By Daniel Kim
Seongsu district, often referred to as the “Brooklyn of Korea,” was once home to small warehouses and factories (especially shoemakers). Its affordable rents later attracted art galleries and studios run by young creatives, setting in motion a familiar pattern of urban gentrification. Today Seongsu has transformed into a vibrant physical platform filled with unique pop-up stores, where diverse brands compete to capture the attention of trend-conscious consumers not only in Korea, but around the world.
On a Friday afternoon, Sentipl researchers explored the main areas of Seongsu.
Featuring artwork by French designer Jean Jullien, the distinctive facade of EQL’s flagship store makes a perfect starting point for a Seongsu tour. Inside, the store brings together every trend, from Puma ballet flats and Hoka sneakers to ARC running gear.
Girlcore and cuteness continue to dominate Seongsu with pink setting the tone across both cosmetic and fashion brands. Betty Boop’s unmanned store evokes a sense of nostalgia that most Gen Z women have never actually experienced. At EQL, a low craft table with small chairs invites visitors to decorate shoelaces with colorful beads and charms – as if playing pretend as little girls again.
“Jellycat Space” was one of the most popular pop-up stores during our visit, tapping into the global craze for adult comfort dolls sparked by Labubu, the Chinese monster doll. Also, the sense of liminality is often the key to a pop-up store’s success. At Jellycat Space, visitors experience a seamless transition into an entirely new world – in both concept and color – as if they’ve stepped into a blue universe.
Random toy-vending machines (a.k.a. gacha) are all the rage among young Koreans, making them a popular tool for marketing campaigns. Because of their indecisive nature, young consumers often seek a feeling of relief and comfort through gacha’s random selections, and sometimes experience a thrill when they get one of the most sought-after toys.
Despite its global popularity, K-pop Demon Hunters’ collaboration store with Eight Seconds was surprisingly empty. Visitors expect pop-up stores to offer something new and unusual, rather than what they already know. That said, personalized experiences effectively engage consumers – for example, AI-generated suggestions of personalized foundation shade best matching one’s skin tone.
Refined localization efforts would strongly resonate with not only Koreans, but also foreign visitors. We were all tempted to purchase New Balance’s exclusive Seoul collection – hoodies with tiger patterns and a running cap adorned with the Korean national flag logo.
We wrapped up our tour at Seongsu’s landmark, Dior’s glamorous flagship store, already sparkling with Christmas lights in early November. Seongsu is truly a dynamic district, constantly evolving as local and global brands compete to captivate trend-seeking consumers, both domestic and international. It’s definitely a must-visit destination for tourists and market researchers alike.
Interested in a guided market tour in Korea? Reach out to us: daniel@sentipl.com.
