[Editor’s Note: This guide is updated monthly to bring you the latest on Seongsu’s pop-up scene. Last updated: September 4, 2025.]
If you’re wondering what is Seongsu-dong famous for, the answer is simple: it’s the undisputed heart of Seoul’s pop-up culture. This is where the biggest brands come to play, launching their most creative concepts and exclusive products for a limited time only. Forget permanent stores; Seongsu is all about the thrill of the now. But in a neighborhood with new events every week, FOMO is real. That’s why we’ve created the ultimate seongsu-dong pop up store schedule. This is your master list, your insider guide to the must-see events happening right now. Let’s dive in.
Currently Open in Seongsu (September 2025): The Ultimate Schedule
This is the list you’ve been waiting for. Act fast—these experiences won’t be around forever!
1. AMOMENTO: The ‘Stillness’ Archive
- Brand & Theme: Minimalist fashion favorite AMOMENTO presents ‘Stillness,’ an immersive experience celebrating their A/W 2025 collection. The space is designed like a serene, modern art gallery.
- The Vibe & Experience: Expect clean lines, earthy tones, and a calming, almost meditative atmosphere. An interactive digital installation allows you to project patterns onto flowing fabrics, creating your own art. It’s an incredibly aesthetic space with a must-see central photo zone featuring a single, ancient olive tree.
- Exclusive Drop: The pop-up offers the ‘Seongsu Edition’ Padded Shoulder Bag in a limited “Midnight Teal” color. Only 100 are available, and each comes with a numbered authentication card. This is one of the hottest limited edition products Seoul will see this season.
- Dates & Location: Runs from September 1 to September 22, 2025. Location: 14 Yeonmujang 5-gil, Seongsu-dong
- Insider Tip: Visit on a weekday afternoon to avoid the crowds. Show the staff you’ve followed them on Instagram for a complimentary canvas tote bag with their iconic logo.
2. LUSH x Studio Ghibli: ‘Forest Spirits’ Bathing Experience
- Brand & Theme: LUSH Korea has teamed up with the legendary Studio Ghibli for a magical ‘Forest Spirits’ pop-up. The entire space is transformed into an enchanted forest, complete with mossy floors and whimsical lighting.
- The Vibe & Experience: Absolutely enchanting. You’re greeted by the scent of pine and yuzu, with soundscapes from the films playing softly. You can make your own bath bomb at an interactive “potion station” guided by LUSH experts. The highlight is a photo zone replicating the iconic bus stop scene from My Neighbor Totoro.
- Exclusive Drop: The ‘Kodama’ Bath Bomb Set, a collection of three fizzers shaped like tree spirits that release a shimmering, cedarwood-scented green water. This set is only sold at this location.
- Dates & Location: Runs from September 6 to September 29, 2025. Location: 20 Seoulsup 2-gil, Seongsu-dong
- Insider Tip: Reservations on Naver are highly recommended as weekend walk-in lines can exceed an hour. The complimentary Totoro-themed iced green tea is delicious.
3. Hyundai Card Design Library: ‘Vinyl Odyssey’
- Brand & Theme: Hyundai Card presents a pop-up celebrating the art of vinyl records and album cover design. It’s a sleek, retro-futuristic space for music and design lovers.
- The Vibe & Experience: Think moody lighting, high-tech listening stations with premium headphones, and walls lined with iconic album art from the 70s to today. A DJ spins live sets on weekends. You can use a digital tool to design your own fantasy album cover and project it onto a massive screen.
- Exclusive Drop: A limited-run vinyl pressing of a classic Korean City Pop album, remastered for 2025. They also offer exclusive slipmats and record cleaning kits you can’t find anywhere else.
- Dates & Location: Runs from August 25 to September 25, 2025. Location: Near Seongsu Station, Exit 3
- Insider Tip: This is a “no-cash” store, so make sure you have a card. The experience is best enjoyed solo or with one other person to really immerse yourself in the music.
Iconic Past Pop-Ups in Seongsu
Seongsu’s reputation is built on legendary events. The sheer caliber of brands that choose this neighborhood proves its status. These past events are what solidified Seongsu as the place to be:
- The Dior Seongsu Pop Up (2024): A breathtaking architectural marvel that looked like a giant, glowing couture handbag. It featured exclusive collections, a stunning Dior Café, and immersive digital art, setting the standard for luxury pop-ups in Seoul.
- Jennie for Tamburins (2023): This pop-up for the cult-favorite fragrance brand was an absolute social media phenomenon. Featuring giant, surrealist sculptures and an exclusive scent co-designed by BLACKPINK’s Jennie, the lines wrapped around the block for its entire run.
Pop-Up Pro Tips: FAQ
How can I find out about new Seongsu pop-ups before they open?
Stay glued to Instagram! Follow major brand accounts, local fashion magazines (@voguekorea, @ellekorea), and Seongsu-focused accounts. Many brands announce their upcoming seoul pop up events a week or two in advance on their social channels.
Do I need a reservation to enter popular pop-up stores?
For high-demand pop-ups (especially major luxury or celebrity collaborations), yes. Reservations often open on Naver Booking or a specific app a week in advance and fill up within minutes. For others, walk-ins are fine, but be prepared for a potential wait.
What are the typical opening hours for pop-ups in Seongsu?
Most pop-ups operate from around 11:00 AM to 8:00 PM or 9:00 PM. They are almost always open on weekends, but some may close on Mondays, so it’s always best to check the brand’s official announcement.
Besides pop-up stores, what else is Seongsu-dong famous for?
Seongsu is a complete lifestyle destination! It’s famous for its industrial-chic cafes housed in former factories, independent designer boutiques, incredible street art, and major cultural complexes like the Daelim Changgo Warehouse Gallery. It’s the perfect place to spend a whole day exploring.
Conclusion
Seongsu-dong moves fast, and that’s the magic of it. One month’s hot spot is the next month’s memory. Use this guide to seize the moment, grab those exclusive items, and experience the incredible creativity Seoul has to offer. Now, what are you waiting for? Go explore!
