Chai Communication to Open Pop-Up Store for Beauty Brand "Flower Knows"

by Ryu Hyunseok

Published 16 Oct.2025 13:48(KST)

Chai Communication announced on October 16 that it will open a pop-up store for the global beauty brand "Flower Knows" at Nova Portal in Seongsu-dong on October 18.

Flower Knows has gained significant popularity among Millennials & Gen Z worldwide, including in the United States and Japan, as a "princess-inspired beauty brand" thanks to its emotionally evocative designs and delicate color palettes inspired by fairy tales and art. The upcoming Seongsu pop-up store marks Flower Knows' official offline debut in the Korean market, offering visitors a unique opportunity to immerse themselves in the brand's universe.

The pop-up store will feature an experiential space with a dessert shop concept, centered around "Sweetie Bear," the latest line from Flower Knows' six signature collections. Visitors will be able to directly experience the scents and textures of the products. On October 17, a "Sweetie Bear Tea Party" will be held, inviting influencers and media from Korea and abroad for an in-depth introduction to the brand philosophy and new products.

This pop-up will serve not only as a product showcase, but also as a platform for real-time interaction with the brand's global fanbase. Various on-site events are also planned. The pop-up store will operate from October 18 to November 1.

A Flower Knows representative stated, "We have carefully prepared the space so that Korean customers can experience the brand's universe and sensibility firsthand," adding, "Starting with the Seongsu-dong pop-up, we plan to actively expand our official online store and offline marketing in Korea."

A Chai Communication representative commented, "Following the global rise of K-pop, K-beauty is also attracting worldwide attention, and more global beauty brands are actively entering the Korean market. With its global Millennials & Gen Z fandom and trendsetting products, Flower Knows is expected to make a significant impact in the domestic market as well."