Pop-up runs through Sunday at Epic Seoul on fifth floor

Five experience zones cover sight, sound, scent, taste and touch

[Provided by Singapore Airlines]
[Provided by Singapore Airlines]

Singapore Airlines announced Monday it is opening a brand pop-up store at The Hyundai Seoul in Yeouido to expand its touchpoints with customers in South Korea.

The pop-up, titled "Singapore Airlines Through Five Senses," runs from Thursday through Sunday at Epic Seoul on the fifth floor of The Hyundai Seoul. The space is designed around the five senses — sight, sound, scent, taste and touch — to let visitors experience the airline's service and brand identity firsthand.

The sight zone showcases the sarong kebaya uniform reinterpreted by French designer Pierre Balmain, along with the batik motifs that adorn it. Young visitors can try on cabin crew and pilot uniforms, while adult visitors can wear a batik hanbok. A photo booth with limited-edition frames is also available.

In the sound zone, visitors can listen to the airline's signature audio through Bang & Olufsen noise-canceling headphones.

The scent zone lets visitors experience the airline's signature fragrance, "Batik Flora." The taste zone offers tea tastings featuring TWG teas served in Suites, First and Business Class, while the touch zone allows visitors to handle premium amenity kits and service ware.

A digital experience is also on offer. Visitors who take a travel-type quiz at an on-site kiosk receive personalized destination recommendations and a mini postcard. Those who collect stamps by visiting all five zones will be entered into a draw for limited-edition merchandise.

A card-linked promotion runs alongside the pop-up. New applicants for the KrisFlyer The Best Shinhan Card who spend a cumulative 700,000 won ($523) or more domestically or abroad by Nov. 30 will earn 5,000 bonus miles; those whose overseas spending reaches 300,000 won or more will receive an additional 5,000 miles. Combined, the two benefits add up to a maximum of 10,000 miles.

A separate draw for pop-up visitors offers 50,000 miles to one first-place winner, 30,000 miles to one second-place winner, and 1,000 miles each to 50 third-place winners.

"We are delighted to create a space where we can connect more closely with our customers in Korea and let them experience Singapore Airlines' attentive service and brand through all five senses," said Lee Yong-taetr, Singapore Airlines' country manager for Korea. "We hope visitors will come and discover firsthand what makes Singapore Airlines' service truly special." He added that he hopes the pop-up will "add to the excitement of the next journey our customers take with Singapore Airlines."

Meanwhile, Singapore Airlines was named the world's best airline for a record sixth time at the 2026 Skytrax World Airline Awards in September. The carrier also took home honors for best airline in Asia, best economy class in the world and best economy class catering in the world.

Singapore Airlines continues to develop and enhance its three core strategic pillars — service excellence, product leadership and network connectivity — as it maintains its position as a world-class international carrier.


eyre@heraldcorp.com