The Hyundai Seoul Launches ‘Global K-Content Fair’ Showcasing Korean Culture
From October 20th to November 12th, The Hyundai Seoul is set to host the ‘WHAT’S YOUR K-TASTE’ fair, an event dedicated to celebrating diverse aspects of Korean content. The fair aims to offer visitors a rich and varied experience of K-culture, encompassing K-pop, K-food, and K-fashion, tailored to individual preferences.
K-Pop and Character Pop-Ups Draw Global Fanbases
During the fair, The Hyundai Seoul will feature large-scale pop-up stores for prominent K-pop brands, designed to attract international fan communities. Notably, from October 23rd to November 1st, the basement level’s iconic event space will host the first-ever pop-up store for ‘HATSUNE MIKU’, a virtual singer managed by SM Entertainment. This event commemorates the release of their second mini-album, ‘Lemon Tang’.
Further enhancing the K-pop experience, the fifth-floor pop-up studio will operate a pop-up store from October 26th to November 5th for the globally popular boy group ‘ATIS’, celebrating the launch of their 14th mini-album, ‘GOLDEN HOUR: Part 5’.
The event also includes pop-ups related to K-characters and K-goods. From November 9th to 22nd, the basement level’s iconic pop-up zone will introduce the first pop-up store for ‘ANKYOMANDU’, a popular character on social media, offering exclusive merchandise.
Traditional Crafts and K-Beauty Experiences Featured
Innovative K-culture experiences extend to traditional crafts and K-beauty. The fifth-floor Void space will host the inaugural offline pop-up store for ‘EVRAB’, a brand focused on experiencing traditional scent-based crafts, running from October 25th to November 5th.
Additionally, within the ‘The Hyundai Souvenir’ store on the same floor, a special pop-up store for ‘K-CHUP’, a gochujang brand selected as a ‘2025 K-Culture Product’, will be open until October 24th, showcasing unique offerings.
The fair will also present K-beauty and K-living initiatives that reinterprets traditional aesthetics with a modern twist. From October 20th to November 2nd, the fourth-floor Void pop-up space will feature a pop-up store by ‘MY INSTYLE’, a K-beauty brand, curated by The Hyundai Department Store’s own beauty editorial shop, ‘BEACLEAN’. This space will debut a diffuser collection inspired by traditional Korean packaging design.
On the same floor, from October 24th to November 8th, a pop-up store for ‘VIN COLLECTION’, a K-bedding brand, will offer discounted popular items.
Global Promotions and Online Engagement for International Visitors
To cater to international visitors, The Hyundai Seoul has prepared special global promotions. Foreign customers visiting the Global Lounge on the sixth floor during the fair will receive vouchers offering additional discounts and special gifts from participating K-content brands.
Furthermore, a photo zone on the basement level will provide complimentary custom ID card creation services tailored to visitor preferences. An online social media event, in collaboration with the Seoul Tourism Organization, will take place from October 24th to 30th, targeting international customers.
Participants who leave comments on The Hyundai Seoul K-Content Fair posts on the official Seoul tourism Instagram account (@visitseoul_official) will be entered into a draw to win prizes, including accommodation at ‘Fairmont Ambassador Seoul’, access to The Hyundai Seoul VIP Lounge ‘YPHAUS’, and F&B vouchers worth 50,000 KRW.
The Hyundai Seoul’s Growing Appeal to International Shoppers
The Hyundai Seoul has established itself as a premier shopping destination, attracting visitors from 182 countries last year. The success is attributed to its experiential K-culture content, including food, beauty, and pop-up stores, which are proving to be significant draws for international tourists.
In the first quarter of this year, foreign customer sales at The Hyundai Seoul saw a remarkable 121% increase compared to the previous year. A representative from The Hyundai Department Store stated, “We plan to offer diverse content that allows customers to experience differentiated K-culture alongside their shopping. We will continue to provide unique luxury shopping experiences through ongoing content development.”
