Hyundai Department Store said on the 19th it will hold the K-content fair "WHAT'S YOUR K-TASTE" at The Hyundai Seoul from the 20th to Aug. 12. The event is designed so customers can enjoy a variety of K-contents such as K-pop, K-food, and K-fashion in line with their tastes.
During the event, a large K-pop brand pop-up store aimed at a global fandom will open at The Hyundai Seoul. At the Iconic event hall on basement level 1 of The Hyundai Seoul, from the 23rd to Aug. 1, the first distribution pop-up store for the eight-member girl group "Hearts2Hearts" from SM Entertainment will be held. The event celebrates the release of the second mini album "Lemon Tang."
At the pop-up studio on the fifth floor, from the 26th to Aug. 5, a pop-up store will operate to mark the release of the globally popular boy group Ateez's 14th mini album "GOLDEN HOUR: Part 5."
Pop-ups related to K-characters and K-goods are also set. In the Iconic pop-up zone on basement level 2, from Aug. 9 to 22, the first distribution pop-up store for the popular social media character "Glasses Dumpling" will open, unveiling exclusive goods.
In the void space on the fifth floor, from the 25th to Aug. 5, the handcrafted paint experience brand "Evlab," based on traditional colors, will hold its first offline pop-up store. On the same floor, at the "The Hyundai Souvenir" store, a standalone pop-up for the gochujang brand "Ketchup," selected as a "2025 K-culture product," will run until the 24th.
Events for K-beauty and K-living that reinterpret traditional aesthetics in a modern way will also be presented. In the void pop-up space on the fourth floor, from the 20th to Aug. 2, Hyundai Department Store's in-house beauty select shop "B.Clean" will open a pop-up store for the K-beauty brand "My Instay." Here, a diffuser collection featuring Korean traditional package design will be unveiled for the first time.
In the pop-up studio on the same floor, from the 24th to Aug. 8, a pop-up store for the K-bedding brand "Bean Collection" will open, offering popular products at discounted prices.
A global promotion for foreign customers is also prepared. During the event, foreign customers who visit the Global Lounge on the sixth floor of The Hyundai Seoul will receive a voucher with additional discounts and free gifts from brands participating in the K-content fair. In addition, at the Photogram store on basement level 2, customers can get customized ID cards made for free to match their tastes.
Online, a social media event will be held with the Seoul Tourism Organization. The event will run from the 24th to the 30th for foreign customers. By leaving a comment on The Hyundai Seoul K-content fair post on VisitSeoul's official social media channel, the VisitSeoul Instagram (@visitseoul_official), participants will be entered into a drawing to receive prizes such as a stay voucher for Fairmont Ambassador Seoul, an admission ticket to The Hyundai Seoul VIP lounge "YPHAUS," and a 50,000 won The Hyundai Seoul F&B voucher.
Meanwhile, The Hyundai Seoul has established itself as a leading shopping destination visited by tourists from 182 countries as of last year. Experience-based content rooted in K-culture—food, beauty, and pop-up stores—is seen as driving the influx of foreign tourists. In the first quarter, The Hyundai Seoul's foreign-customer sales rose 121% from a year earlier.
A Hyundai Department Store official said, "We plan to present diverse content so customers can experience differentiated K-culture alongside shopping," adding, "We will continue to develop content to offer new kinds of distinctive shopping experiences."