How Global Brands Made Their Pop-up Stores a Success in Korea
Recently, more and more global brands have been opening Pop-up stores in Korea as a way to test the market and gauge consumer reactions before making a full entry. Compared to flagship stores, Pop-up stores require less investment and carry lower risk, which is why many brands are choosing them as the first step in their Korean marketing strategy.
So, which global brands have opened Pop-up stores in Korea, and how did they expand their target audiences?
I Global Brand Pop-up Store Success Stories
Lululemon
To celebrate the 10th anniversary of its Align collection, Lululemon hosted an offline event in Seongsu. This event was designed as a private gathering for a select group of brand fans. The venue showcased the history of the Align collection, from its first launch in 2015 to the present, and featured diverse programs such as yoga sessions wearing Align pieces, a DJ party, and dance performances. The event not only celebrated the brand’s milestone but also strengthened fan loyalty.
🔑 Key Takeaways
Located on Seongsu’s main street, the event naturally exposed the brand to high foot traffic.
All programs were seamlessly tied to the product and brand, providing an integrated brand experience.
The venue design reflected the product’s key attributes—flexibility and comfort—making the space visually engaging and memorable.
Don Quijote
Japanese discount retail giant Don Quijote opened its first Pop-up store in Korea last July at The Hyundai Seoul. While the brand operates over 630 stores worldwide, it has yet to establish a permanent store in Korea. The Pop-up was filled with exclusive items usually only available in Japan, which created significant buzz even before the opening. On the first day alone, more than 1,200 people lined up, and within a week, over 30,000 visitors flocked to the store. Through this Pop-up, Don Quijote was able to gauge the level of awareness and enthusiasm among Korean consumers.
🔑 Key Takeaways
- Rather than simply selling products, the store recreated Don Quijote’s unique shopping experience.
- By opening at The Hyundai Seoul, a location with consistently high foot traffic, the brand secured a steady stream of visitors.
- Beyond its signature bestsellers, Don Quijote launched exclusive collaboration items with GS25 to drive further excitement and visits.
Sumadori
Sumadori, Japan’s leading “smart drinking” brand, opened its very first overseas Pop-up store in Seongsu. “Smart drinking” is a new lifestyle concept that allows both drinkers and non-drinkers to enjoy beverages together. With its Korean Pop-up, Sumadori aimed to expand brand recognition in both Korea and Japan, while also creating more touchpoints with younger consumers. Under the concept of “A Journey to Find Your True Self,” the Pop-up offered interactive experiences such as alcohol patch tests, cocktail preference quizzes, fun challenges, and free tastings, all of which resonated strongly with local visitors.
🔑 Key Takeaways
By running Pop-ups sequentially in Nagoya, Seongsu, Osaka, and Fukuoka, Sumadori built curiosity and global appeal.
Despite being a beverage brand, it offered experiences that could be enjoyed by everyone, enhancing accessibility.
The brand’s philosophy was expressed through storytelling, enabling consumers to naturally experience its identity.
I Why These Pop-up Stores Succeeded in Korea
1️⃣ Strategic Location
One of the key factors behind a successful Pop-up store is location. Areas like Seongsu or The Hyundai Seoul are not just busy with high foot traffic—they attract trend-sensitive consumers who actively seek new experiences. By setting up in these hotspots, brands can naturally gain visibility and reliably draw in their target audience.
2️⃣ Differentiated Experiences
These Pop-up stores stood out because they were more than just spaces for product displays or sales. They became interactive stages of experience. From yoga sessions and cocktail-tasting programs to fun games, visitors were encouraged to take part rather than simply observe. This transformed casual visits into memorable experiences that people wanted to share on social media, extending the brand’s impact online. In doing so, brands built emotional connections that turned customers into loyal fans.
3️⃣ Integrated Marketing
The success of these Pop-ups was powered by integrated marketing strategies that connected online and offline efforts. Anticipation was built through influencer and celebrity collaborations before the launch. On-site, limited-edition goods, brand collaborations, and giveaways created ongoing buzz. Importantly, the experiences people had in-store were instantly shared online, creating a feedback loop that amplified visibility. As a result, the Pop-up store became more than a retail space—it turned into a cultural moment.
The Korean market is once again gaining attention from global brands as a true “testbed.” With its trend-sensitive consumers and fast-changing market dynamics, Korea provides the ideal environment for new brands to test consumer response and validate their strategies. In fact, Invest Korea officially introduces Korea as a “testbed nation,” highlighting the unique characteristics of Korean consumers.
This is why brands such as Beams, Tsutaya Bookstore, and Louis Vuitton have chosen to run Pop-up stores in Korea before a full-scale entry. Today, Pop-up stores are no longer just short-term events—they have become strategic opportunities for brands to test their potential in the Korean market and shape future strategies.
If you want to get ahead in your global expansion, consider starting with a Pop-up store in Korea. Over the past 10 years, Sweetspot has planned and operated more than 8,200 Pop-up stores, helping numerous global brands successfully enter the Korean market.
🔗View Sweetspot's Portfolio
👉 If you’re considering expanding into Korea, click the button below to get in touch.
We’ll work with you from the planning stage to design the best Pop-up store strategy for your brand.
How Global Brands Made Their Pop-up Stores a Success in Korea
Recently, more and more global brands have been opening Pop-up stores in Korea as a way to test the market and gauge consumer reactions before making a full entry. Compared to flagship stores, Pop-up stores require less investment and carry lower risk, which is why many brands are choosing them as the first step in their Korean marketing strategy.
So, which global brands have opened Pop-up stores in Korea, and how did they expand their target audiences?
I Global Brand Pop-up Store Success Stories
Lululemon
To celebrate the 10th anniversary of its Align collection, Lululemon hosted an offline event in Seongsu. This event was designed as a private gathering for a select group of brand fans. The venue showcased the history of the Align collection, from its first launch in 2015 to the present, and featured diverse programs such as yoga sessions wearing Align pieces, a DJ party, and dance performances. The event not only celebrated the brand’s milestone but also strengthened fan loyalty.
🔑 Key Takeaways
Located on Seongsu’s main street, the event naturally exposed the brand to high foot traffic.
All programs were seamlessly tied to the product and brand, providing an integrated brand experience.
The venue design reflected the product’s key attributes—flexibility and comfort—making the space visually engaging and memorable.
Japanese discount retail giant Don Quijote opened its first Pop-up store in Korea last July at The Hyundai Seoul. While the brand operates over 630 stores worldwide, it has yet to establish a permanent store in Korea. The Pop-up was filled with exclusive items usually only available in Japan, which created significant buzz even before the opening. On the first day alone, more than 1,200 people lined up, and within a week, over 30,000 visitors flocked to the store. Through this Pop-up, Don Quijote was able to gauge the level of awareness and enthusiasm among Korean consumers.
🔑 Key Takeaways
SumadoriSumadori, Japan’s leading “smart drinking” brand, opened its very first overseas Pop-up store in Seongsu. “Smart drinking” is a new lifestyle concept that allows both drinkers and non-drinkers to enjoy beverages together. With its Korean Pop-up, Sumadori aimed to expand brand recognition in both Korea and Japan, while also creating more touchpoints with younger consumers. Under the concept of “A Journey to Find Your True Self,” the Pop-up offered interactive experiences such as alcohol patch tests, cocktail preference quizzes, fun challenges, and free tastings, all of which resonated strongly with local visitors.
🔑 Key Takeaways
By running Pop-ups sequentially in Nagoya, Seongsu, Osaka, and Fukuoka, Sumadori built curiosity and global appeal.
Despite being a beverage brand, it offered experiences that could be enjoyed by everyone, enhancing accessibility.
The brand’s philosophy was expressed through storytelling, enabling consumers to naturally experience its identity.
I Why These Pop-up Stores Succeeded in Korea
1️⃣ Strategic Location
One of the key factors behind a successful Pop-up store is location. Areas like Seongsu or The Hyundai Seoul are not just busy with high foot traffic—they attract trend-sensitive consumers who actively seek new experiences. By setting up in these hotspots, brands can naturally gain visibility and reliably draw in their target audience.
2️⃣ Differentiated Experiences
These Pop-up stores stood out because they were more than just spaces for product displays or sales. They became interactive stages of experience. From yoga sessions and cocktail-tasting programs to fun games, visitors were encouraged to take part rather than simply observe. This transformed casual visits into memorable experiences that people wanted to share on social media, extending the brand’s impact online. In doing so, brands built emotional connections that turned customers into loyal fans.
3️⃣ Integrated Marketing
The success of these Pop-ups was powered by integrated marketing strategies that connected online and offline efforts. Anticipation was built through influencer and celebrity collaborations before the launch. On-site, limited-edition goods, brand collaborations, and giveaways created ongoing buzz. Importantly, the experiences people had in-store were instantly shared online, creating a feedback loop that amplified visibility. As a result, the Pop-up store became more than a retail space—it turned into a cultural moment.
The Korean market is once again gaining attention from global brands as a true “testbed.” With its trend-sensitive consumers and fast-changing market dynamics, Korea provides the ideal environment for new brands to test consumer response and validate their strategies. In fact, Invest Korea officially introduces Korea as a “testbed nation,” highlighting the unique characteristics of Korean consumers.
This is why brands such as Beams, Tsutaya Bookstore, and Louis Vuitton have chosen to run Pop-up stores in Korea before a full-scale entry. Today, Pop-up stores are no longer just short-term events—they have become strategic opportunities for brands to test their potential in the Korean market and shape future strategies.
If you want to get ahead in your global expansion, consider starting with a Pop-up store in Korea. Over the past 10 years, Sweetspot has planned and operated more than 8,200 Pop-up stores, helping numerous global brands successfully enter the Korean market.
🔗View Sweetspot's Portfolio
👉 If you’re considering expanding into Korea, click the button below to get in touch.
We’ll work with you from the planning stage to design the best Pop-up store strategy for your brand.