Distribution and food corporations are set to gather in force at the 2026 Seoul International Garden Expo, which opens on May 1. The expo is part of Seoul Metropolitan Government's flagship strategy, the Garden City Seoul project, and will unfold grandly at Seoul Forest in Seongsu-dong, the center of trends. For corporations, the event goes beyond simple social contribution and is drawing attention as a new offline venue for deep engagement with consumers.
◇ Musinsa that made Seongsu a "fashion hub," Kurly that completed a "green culture" narrative
According to related industries on the 16th, Seoul began the Seoul Garden Expo in 2015 and has steadily strengthened the substance of the event. Since 2020, it has significantly elevated the scale and status to host the Seoul International Garden Expo. In particular, public recognition surged last year as Nongshim and global luxury brand Dior took part.
This year, along with Nongshim, heavyweights in retail such as Starbucks, Musinsa, and Kurly have confirmed large-scale participation. Kakao Friends and Pokemon Korea have also signed business agreements with Seoul to present "pop-up gardens" using character intellectual property (IP).
Marking the 40th anniversary of its launch this year, Nongshim will unveil a garden titled Spicy Happiness In Noodles, taken directly from the brand slogan of Shin Ramyun. Set within the K-culture zone of the expo grounds, the garden spans about 1,428㎡ (about 430 pyeong).
Nongshim will place the red color symbolizing Shin Ramyun and brand characters throughout the route and install sculptures that visually reinterpret the curves of noodles and the bubbles of boiling water. In particular, a pavilion inspired by a bowl of Shin Ramyun will be built at the center of the garden, with a three-dimensional noodle-shaped structure decorating the ceiling to give visitors the unique experience of feeling as if they are inside a giant ramen bowl. This is seen as a strategy to extend the brand's historicity into a public resting space.
Powerhouses in fashion and retail platforms have also embedded their philosophies into gardens. Musinsa will create a resting space combining the essence of fashion—"the flexibility of fabric"—with Seongsu's identity. Musinsa said, "The goal is to express the brand value of Musinsa, which develops its business based in Seongsu-dong."
In particular, this project is linked to the Seoul Forest Project, which is transforming the Seoul Forest Atelier-gil area into a fashion hub, and is expected to drive the revitalization of the commercial district. Beyond garden viewing, it plans to offer a brand experience that coexists with the local economy through tie-in events where visitors can also enjoy nearby fashion, beauty, and F&B stores.
Kurly will participate by maintaining and developing the Morning Star Garden established in 2023. Created with revenue from recycling discarded cardboard boxes, the garden has, over three years, already blended into Seoul Forest. Kurly noted, "It is the realization of a promise to breathe new life into cardboard boxes and achieve a virtuous cycle of resources," adding, "We wanted to express the value of sustainability." It also emphasized that the garden is not a temporary exhibit but a place that breathes with citizens' lives.
Starbucks is also making a meaningful move. It is newly reconfiguring the Take-a-Breather Path in Seoul Forest, created in 2021, using carbon-reducing plants and upcycled benches made from coffee grounds. To mark the garden's renewal, Starbucks will run an eco-friendly campaign for customers in May and offer citizens a true rest in nature.
◇ A 180-day long race… infusing brand value
The reason distribution and food conglomerates are going all in on Seoul's event ultimately lies in "space." With online marketing reaching saturation, securing a physical space where consumers can directly touch and feel the brand has become a survival task for corporations.
This year's expo will run for 180 days, the longest ever. From trend-sensitive people in their 20s and 30s to family visitors, for six months they will stroll through brand-created spaces and experience their value with all five senses. Given the nature of a park, where dwell time is long, it is ideal for naturally imprinting brand philosophy. In addition, by cooperating with Seoul's policies, corporations can build an image of public-private coexistence and even capture tangible ESG (environmental, social, and governance) performance indicators by contributing to carbon neutrality, suggesting their participation will become even more active.