One signature trait of the Korean younger generation is its love for pop-up stores. Generation Z line up in endless queues or join fierce competitions for tickets to take photos and experience the limited opening of the hottest shops. For instance, the pop-up store “Ice Cream Shop” by cosmetics brand Dasique attracted crowds with their soft pastel-colored interior and dessert event to celebrate the launch of their ice cream-themed eyeshadow palette. In this sense, pop-up stores are a great marketing strategy for companies. Taking a deeper look into the mechanism behind pop-up stores, it is easy to find the merits of these for both companies and consumers.
According to a recent article in The Korea Times by Kim Jae-heun, a pop-up store refers to a retail store that operates for a short period of time – anywhere from one day to a few weeks or months. These days, many pop-up stores are held at Seongsu-dong or The Hyundai Seoul department store, both places where many people in their 20s or 30s enjoy their downtime. Usually, pop-up stores offer exclusive products, discounts, or special interior design consumers can enjoy and post on their social media.
A survey conducted by Ewha Voice from Nov. 22 to 28 found that out of 50 respondents, 82.9 percent reported that they had been to a pop-up store before. Reason for visits varied, with most owing to a personal interest in the brand and others to spending quality time with loved ones as well as posting on social media.
Although some respondents were dissatisfied with the long waits and expensive prices, more than half had positive views about pop-up stores, explaining that consumers are able to buy exclusive goods and discover new brands through these events.
Park Soo won, a freshman from the Department of Korean Music, shared her most memorable experience visiting a pop-up store hosted by the clothing brand Shop Cider.
“The store was divided into sections, where every corner had its own theme of a variety of colors, with the props and clothing items displayed accordingly,” Park said. “It felt like a new experience every time I entered a different corner, and I enjoyed taking photos of them.”
Park also added that every Friday, Shop Cider gave out shopping bags for only those who showed up to the store, so receiving one felt special.
Cat Ly Ngoc Do, an exchange student from Denmark, talked about her favorite pop-up store “Gentle Moster High School” in Apgujeong. Made by the eyewear brand Gentle Monster, the store featured a high school theme.
“The design of the pop-up store was so nice and unique, and I loved how you could borrow school uniforms to take photos and make your own student ID cards,” Do recalled.
Ahn Doeun, a freshman from the Department of English Education, shared her experiences of going to various pop-up stores opened by K-pop singers as a means to advertise their new album.
“I enjoy shopping K-pop merchandise that is pre-released in pop-up stores and celebrating the artist's comeback with other fans,” Ahn explained.
Ahn reminisced about visiting one store that was opened to celebrate the new album “ISTJ” from K-pop group NCT Dream.
“The photo zone looked exactly the same as the setting of their music video,” Ahn said. “Also, before the pop-up store’s opening day, NCT Dream members each left a hand-written message for fans to read, which made the experience extraordinary for fans like me.”
While many people visit pop-up stores to spend quality time, some plan these projects. Soyeon Kim from the Department of Science Education, is the CEO of From Woman With Love (FWWL), an underwear and loungewear brand for women. She decided to hold an offline event because she wanted customers to feel the softness of her products’ fabric. Also, since the store’s main target was women in their 20s and 30s, Kim chose the balletcore trend and incorporated shades of pink and ribbons. The balletcore look is a trend among young people, involving dressing in shoes and skirts inspired by the attire ballerinas typically wear.
Kim elaborated on the success of her pop-up store, proclaiming that it was a great strategy in terms of marketing. She organized free gift events and coupons for people who came to the store, giving flowers to those who followed FWWL on Instagram.
“Since it took place in Seoul Forest, a location where many people visit in general, it helped advertise our brand,” Kim said. “Seeing people walking around with flowers, more people started to check out the place and ended up buying our products. Despite the commissions and rent, the pop-up store was much more successful than I had expected.”
Kim mentioned that nowadays, consumers seldom buy clothes in person as online shopping has become so convenient. Just the same, she feels that pop-up shops are gaining popularity because they allow consumers to “experience” the brand in-person.
As such, Kim plans to increase the number of products in her 2024 spring-summer clothing line while securing more followers on Instagram to open another pop-up store in Seongsu-dong or The Hyundai Seoul.