Seoul Tourism Foundation operates Seoul Goods Pop-up Store

74 items on sale, including belt caps, Haechi merchandise and Seoul ramyun

[Provided by Seoul Tourism Foundation]
[Provided by Seoul Tourism Foundation]

The Seoul Tourism Foundation is running a Seoul Goods Pop-up Store on the first below-ground floor of Starfield COEX Mall in Gangnam-gu through Oct. 7, the foundation announced Wednesday.

The pop-up store was set up to introduce the city's diverse nighttime attractions to domestic and international tourists visiting Seoul during the Chuseok holiday, as well as to Seoul residents, and to offer a branded city experience through official Seoul merchandise.

Major holidays across East Asia are falling in quick succession this month. Japan's Silver Week ran from Friday to Tuesday, followed by South Korea's Chuseok holiday (Thursday through Sunday), China's Mid-Autumn Festival (Friday through Sunday) and National Day holiday (Oct. 1–7), and Taiwan's National Day holiday (Oct. 9–11).

The store is open from 10:30 a.m. to 10 p.m. On Chuseok Day itself — Thursday — it will open at noon in line with the mall's holiday hours.

The pop-up is themed around "Seoul at Night," designed as an atmospheric space where visitors can encounter the city's signature nighttime landmarks — the Han River ferry, Seoul Dal and the alleyways of Euljiro — all in one place.

The store carries 74 items in total, including merchandise featuring Seoul's official mascot characters Haechi and Soul Friends, wellness- and relaxation-themed city goods, and new products.

Also on offer are products developed in collaboration with well-known brands including Pulmuone, Jung Kwan Jang, Mediheal, Pungsimdan and Ongo. Items popular as holiday gifts include a Jung Kwan Jang herbal tea gift set, an Ongo belt cap, Pungsimdan Seoul snacks, Pulmuone Seoul ramyun, an Iconix Haechi sleep mask and blanket, and a Mediheal face mask pack.

Through Sunday, visitors who complete an on-site mission and verify their visit will receive — on a first-come, first-served basis, limited to 200 people per day from 2 p.m. — a poster featuring Karina and Winter of girl group aespa and the group RIIZE, who serve as Seoul's 2026 tourism ambassadors.

Kim Byung-min, chief executive of the Seoul Tourism Foundation, said he hoped visitors would "browse the Seoul Goods Pop-up Store and take home a souvenir that brings back memories of Seoul."


ken@heraldcorp.com