[Edaily Reporter Kim Ji-woo] #Hyundai Department Store is hosting a K-content event at The Hyundai Seoul that brings together K-pop, K-food, K-beauty, and K-living. The strategy is to expand The Hyundai Seoul into a K-culture experience space by featuring idol pop-up stores targeting global fan bases and promotions aimed at international customers.

Hyundai Department Store announced on the 19th that it will host the K-Content Fair “WHAT’S YOUR K-TASTE” at The Hyundai Seoul from the 20th of this month through the 12th of next month. The event is designed to allow customers to enjoy a diverse range of K-Content—including K-pop, K-food, and K-fashion—tailored to their individual tastes.

The event will feature large-scale pop-up stores for K-pop brands targeting global fanbases. At the Iconic Event Hall on the first basement level, the first-ever pop-up store for SM Entertainment’s 8-member girl group “Hearts to Hearts” will operate from the 23rd to the 1st of next month. This pop-up will host an event celebrating the release of their second mini-album, “Lemon Tang.”

At the Pop-up Studio on the 5th floor, a pop-up store celebrating the release of boy group “ATEEZ”’s 14th mini-album, “Golden Hour: Part 5,” will be open from the 26th to the 5th of next month.

Character and merchandise pop-ups have also been arranged. In the Iconic Pop-up Zone on the B2 level, the first-ever pop-up store by the distributor of the popular social media character “Glasses Mandu” will be open from the 9th to the 22nd of next month. Exclusive merchandise will also be sold on-site.

In the Void space on the 5th floor, the first offline pop-up store for “E-V Lab,” a brand offering hands-on experiences with handmade paints based on traditional colors, will operate from the 25th of this month through the 5th of next month. On the same floor, the “The Hyundai Souvenir” store will host an exclusive pop-up for the gochujang brand “K-Chop,” selected as a “2025 K-Culture Product,” through the 24th of this month.

There will also be K-Beauty and K-Living events that reinterpret traditional aesthetics in a modern way. In the Void pop-up space on the 4th floor, Hyundai Department Store’s beauty curation shop “B-Clean” will host a pop-up store for the K-Beauty brand “Myinstay” from the 20th through the 2nd of next month. In the pop-up studio on the same floor, a pop-up store for the K-Bedding brand “Bin Collection” will run from the 24th through the 8th of next month, offering discounts on popular items.

The pop-up studio on the same floor will host a pop-up store for the K-bedding brand “Bin Collection” from the 24th to the 8th of next month. During the event, popular items will be sold at a discount to meet the demand for home goods.

Special promotions for international customers have also been arranged. During the event, international customers visiting the Global Lounge on the 6th floor of The Hyundai Seoul will receive vouchers offering additional discounts and free gifts from brands participating in the K-Content Fair. Customers can also have custom ID cards tailored to their preferences made for free at the Photogram store on the B2 level.

Online, the mall is running a social media event in collaboration with the Seoul Tourism Foundation. Running from the 24th to the 30th for international visitors, the event will award prizes—including a stay at the Fairmont Ambassador Seoul, admission to The Hyundai Seoul’s VIP lounge “YPHAUS,” and a 50,000-won F&B voucher—to winners selected via a random drawing. To enter, participants must leave a comment on the K-Content Fair post on Visit Seoul’s official Instagram account.

A Hyundai Department Store official stated, “We plan to showcase diverse content so that customers can experience unique K-culture alongside their shopping,” adding, “We will continue to provide new and distinctive shopping experiences through ongoing content development.”