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 .
Seoul’s “Young Fashion Revolution” (청년 패션 혁명) is reshaping street style scenes across Seoul districts like Hongdae and Seongsu. Driven by digital platforms, Gen Z creators and indie brands are turning casual wear into bold statements—gender‑neutral silhouettes, DIY detailing, and retro‑modern mashups are now everyday urban fashion.
