Seoul’s Seongsu‑dong has become the heart of a summer 팝업(pop-up) boom. Brands like Coupang, Musinsa, LG Electronics (“Lifezip Housewarming”), and Lotte Wellfood are launching thematic stores focused less on sales and more on immersive experiences—think arcade games, exclusive tastings, and social media‑worthy interiors .

This trend matches rising FOMO (Fear Of Missing Out) culture, drawing shoppers eager for 희소성 (scarcity) and novelty. But the surge is also driving up rent, pushing out longtime small businesses. Seoul’s retail isn’t just selling—it’s entertaining, emotional, and hyper-social.

Limited-time experiences tap into social media culture, where being first or exclusive boosts social status. Scarce items feel more special—creating urgency and excitement in a trend savvy, fast-paced highly competitive society like Korea.

Vocabulary

-팝업 (popup) pap-eop

-희소성 (scarcity) FOMO huiso-seong

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