Every Sunday from Oct. 4 to 25, the festival features a K-fashion photo exhibition, fashion show and K-fashion and beauty experiences using products sold at Goto Mall
Seoul's Seocho-gu will host the "2026 Goto·Sevit K-Style Up Festa" every Sunday from Oct. 4 to 25 in the Picasso Mural Street area of the Goto·Sevit Tourism Special Zone.
Designated on Dec. 26, 2024, the Goto·Sevit Tourism Special Zone encompasses a mix of shopping, culture, nature and leisure attractions — including the Express Bus Terminal, Goto Mall, Banpo Hangang Park, Sevit Island and Picasso Mural Street. It is the only tourism special zone in Seoul that incorporates the Han River. Since its designation, the zone has steadily rolled out content to draw domestic and international tourists, including events tied to global franchises such as Pokémon GO.
The "2026 Goto·Sevit K-Style Up Festa" is a commerce-linked event designed to turn public interest into actual store visits and purchases. Fashion products sold at Goto Mall will be paired with professional styling, hair and makeup to propose fresh looks, which will then be showcased through a photo exhibition and a fashion show.
Goto Mall is a large-scale underground shopping complex beneath the Gangnam Express Bus Terminal, housing roughly 620 stores. Fashion-related shops — selling clothing and footwear — account for about 440 of those stores, or roughly 70 percent of the total, making it the signature fashion and shopping destination of the Goto·Sevit Tourism Special Zone.
Starting Oct. 4, a photo exhibition will introduce standout styles from participating stores, with public voting open to residents and tourists. Top-voted styles will receive a "2026 K-Fashion Award" flag certification, and the stores behind those looks will be highlighted to encourage in-person visits. Through the initiative, organizers aim to reposition Goto Mall not merely as an underground shopping center but as an experiential fashion destination where visitors can discover, choose and complete their own K-fashion look.
A "K-Fashion & Beauty Coaching Station" will also be on offer, letting visitors experience AI-powered skin and scalp diagnostics, personal color analysis, makeup coaching and K-beauty product trials all in one place.
The highlight of the festival is the "K-Style Goto Mall Fashion Show" on Oct. 25. Merchants will propose styles using products from their own stores, and university student models, stylists, and hair and makeup professionals will reinterpret those looks into fully realized runway outfits.
In addition, the entire journey — from selecting participating merchants and model fittings to styling, hair and makeup, photo shoots and the fashion show itself — will be documented on video and used as K-Style content for the Goto·Sevit Tourism Special Zone.
Seocho-gu District Mayor Jeon Seong-su said the event was designed so that residents and tourists could experience firsthand how fashion products sold at Goto Mall are transformed into new K-Style looks through professional styling. "We will continue to expand the unique appeal of Goto·Sevit, where fashion, beauty, tourism and shopping all come together," he said.
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