"Who would have thought an artificial intelligence (AI) corporations would sell merchandise."
On the 14th, a line stretching more than 100 meters formed in front of the popup store (temporary shop) of U.S. artificial intelligence (AI) corporations Palantir, which opened in Seongsu-dong, Seoul. A B2B (business-to-business) AI corporations that counts the Central Intelligence Agency (CIA) as a client drew attention by opening the world's first consumer-facing popup in Seoul. When Palantir Chief Executive Officer (CEO) Alex Karp appeared on site, "Seohak ants" investors went wild.
The popup store market is entering a heyday of "unconventional popups" that break down industry boundaries. Popups that were once centered on fashion and beauty now extend across tech, food, lifestyle, and even pharmaceuticals and virtual assets.
According to the "2025 first-half popup store trend report" by popup store analysis corporations SweetSpot on Oct. 17, the number of popup operations in the first half of this year was 1,488, more than double from the previous year (680). SweetSpot said, "As participation by nontraditional sectors such as pharmaceuticals and virtual asset exchanges has surged, the popup ecosystem has expanded outward," adding, "A consumer-goods-centered market is spreading to all industries."
In practice, Dunamu, which operates the virtual asset exchange Upbit, held the "Upbit Popup Store" at the Hyundai Department Store Pangyo branch in Jun., introducing the virtual asset ecosystem. It was an attempt to strengthen brand image and increase investment accessibility through an offline space.
The food industry is also using popup stores as a new experiential channel. The Korea Pork Producers Association held the "Super Handon Festa" at XYZ Seoul in Seongsu-dong, Seoul, on Jul. 11, operating participatory content such as protein measurement. Interest was so high that all advance reservations sold out early, and the livestock institution showed it could engage with Millennials and Gen Z (born in the 1980s–2000s) through popup stores.
Among distribution channels, HDC IPARK Mall is leading the unconventional popup store trend. Centered on "Dopamine Station" in Yongsan, Seoul, it has rolled out a series of taste-based popups such as soccer, keyboards, and insects, establishing itself as a "popup-dedicated platform." At the "live-creature popup store" in collaboration with YouTuber "Jeong Beureu," it exhibited and offered for adoption insects and reptiles, and at "Dogakdogak Keyboard Village," it created an experiential space where participants could type on keyboards and compare key feel.
Hyundai Department Store opened "The Hyundai Present" popup at the Hyundai Outlet Dongdaemun branch, which attracts many foreign tourists. Curating more than 300 K-goods, it promoted Korean design and sensibilities and encouraged tourist spending.
E-Land Retail operated a "companion plant adoption center" popup at NC Gangseo, organizing experiential programs including exhibitions of more than 400 plant species and terrarium and flower-ball making. Korea Philip Morris also operated an "IQOS Popup," a heated tobacco e-cigarette, at IFC Mall in Yeouido in Mar.
In the report, SweetSpot said, "Popup stores, which were mainly used only in limited sectors in the past, are now being actively operated even in specialized product groups aimed at specific consumer segments."
An industry source in distribution said, "Now popups function as a platform for brand experimentation rather than short-term sales or promotion," adding, "They allow direct observation of consumer reactions and the verification of new products and messages within a limited period."