Hyundai Department Store to Open Pop-up Store at 'The Hyundai Seoul' with HYBE

The Hyundai Seoul, 'In the Forest Popup Store'.

Hyundai Department Store to Operate 'In The SOOP Pop-up Store' on the 1st Floor of The Hyundai Seoul Until the 31st of Next Month
Showcasing Over 100 Items Including Apparel, Lifestyle Goods, and F&B "Actively Seeking Trendy Content"

[Asia Economy Reporter Yuri Kim] Hyundai Department Store is launching a pop-up store targeting the MZ generation (Millennials + Generation Z) at The Hyundai Seoul in collaboration with the entertainment lifestyle platform company 'HYBE'.

Hyundai Department Store announced that it will operate the 'In The SOOP Pop-up Store' on the 1st floor of The Hyundai Seoul for about two months from the 3rd of this month until the 31st of next month in partnership with HYBE.

'In The SOOP' is original content presented by HYBE, capturing the healing and relaxation experienced by artists such as BTS and Seventeen as they take a break from their busy lives to rest in nature.

The pop-up store, covering 446㎡ (approximately 135 pyeong), will be designed as an 'urban healing forest' and will showcase over 100 lifestyle products including apparel, daily necessities, and food & beverage (F&B). Customers who purchase more than 150,000 KRW will receive an 'In The SOOP natural cotton handkerchief' featuring BTS or Seventeen-themed graphics.

To prevent overcrowding, Hyundai Department Store plans to limit the number of customers allowed inside the store simultaneously to around 50 and will operate on a same-day reservation system. A Hyundai Department Store official stated, "We will install a reception kiosk in front of the main entrance of The Hyundai Seoul from 9 a.m., before the department store opens daily, to collect advance applications via customers’ mobile phone numbers and send text messages with entry times."

The reason for introducing the 'In The SOOP Pop-up Store' at The Hyundai Seoul is that The Hyundai Seoul has become a hot place on social media and gained popularity among the MZ generation. The number of posts tagged with '#TheHyundaiSeoul' on Instagram reaches 186,000, the highest among domestic department stores.

A Hyundai Department Store official said, "The concept of The Hyundai Seoul, which applies the idea of retail therapy (healing through shopping), and the 'In The SOOP Pop-up Store,' which embodies an urban healing forest, perfectly match, leading us to open this pop-up store with HYBE. We will continue to actively seek new content that aligns with trends."

This content was produced with the assistance of AI translation services.