Seongsu's success comes at a cost for startups

One of the defining features of Seoul's Seongsu-dong is its abundance of pop-up stores — retail spaces that operate only for a limited time. Because the neighborhood attracts young consumers and international tourists, companies frequently open pop-up stores there to promote new products and services. Unlike traditional retail shops, which focus primarily on sales, pop-up stores are designed to create memorable experiences. Eye-catching displays encourage visitors to stop by, take photos and share them on social media, generating buzz for brands, products and companies. As a result, everything from K-pop merchandise and food to fashion, electronics and even long-established digestive drinks familiar to older generations have found their way into Seongsu's pop-up scene. For startups in particular, pop-up stores have been an effective marketing tool. Without the financial resources to open permanent stores or launch large-scale advertising campaigns, many young companies have relied on temporary spaces to introduce themselves to consumers. Their creative pop-ups have also helped shape SWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times