Welcome to Seoul, the global epicenter of K-Pop! If you’re a fan visiting in 2026, one experience you absolutely cannot miss is the idol pop-up store. These are not just shops; they are temporary, immersive worlds dedicated to your favorite artists. Offering exclusive merchandise, interactive exhibits, and unique photo zones, these ephemeral spaces are a pilgrimage for fans worldwide. They appear for a few weeks and then vanish, making each visit a truly special event. From the trendy alleys of Seongsu to the grand halls of The Hyundai Seoul, the city is constantly buzzing with new pop-ups. Here is our curated list of the top 10 K-Pop pop-up experiences to hunt down in Seoul this year.
1. SEVENTEEN’s ‘FOLLOW THE SUN’ Universe
Celebrating their incredible journey, SEVENTEEN’s 2026 pop-up is an immersive dive into their extensive universe. More than a store, it’s a multi-room experience where each zone is themed after a different album era. Walk through a recreated ‘Rock with you’ music video set or solve puzzles in a ‘Super’-themed escape room. The merchandise is top-tier, featuring unique jewelry designed in collaboration with the members and customizable light stick accessories. The highlight is a digital message wall where you can leave a note for the group, with some messages being selected and shared on their social media. It’s a heartfelt tribute to their bond with CARATs.
Practical Info: Often held in large-scale venues like The Hyundai Seoul. Expect online reservations to be highly competitive. Merch can range from $20 for keyrings to $150 for premium hoodies.
Insider Tip: Arrive at your reserved time slot at least 15 minutes early. There’s usually a pre-entry queue and a QR check-in process. Some of the best photo ops are right near the entrance before it gets crowded.
2. NewJeans ‘Retro Refresh’ Arcade
True to their trendsetting style, NewJeans’ pop-up is a Y2K and 90s-inspired retro arcade. The space is filled with custom-skinned classic arcade games like Street Fighter and claw machines where you can win exclusive Tokki (bunny) merchandise. The aesthetic is pure nostalgia, with pixel art decorations and vibrant neon lighting, making every corner an Instagram-worthy shot. The merchandise line focuses on casual wear, phone accessories, and collectible sticker packs that capture their effortlessly cool vibe. You can even buy limited-edition cassette tape versions of their latest EPs. It perfectly blends fun, fashion, and music into one unforgettable experience.
Practical Info: Typically located in the trendy Seongsu-dong district. Entry might require a purchase or a free but limited online reservation.
Insider Tip: Look for the hidden sticker booth! You can design a custom sticker sheet using NewJeans-themed graphics, which makes for a perfect, personalized souvenir that doesn’t cost a fortune.
3. Stray Kids’ ‘SOUNDWAVE’ Lab
Stray Kids’ pop-up is a creative playground for STAYs. The ‘SOUNDWAVE’ Lab is an interactive experience themed around music production. You can mix your own version of a Stray Kids track at a simplified production station or step into a recording booth to take photos as if you’re laying down a new verse. The store’s design is industrial and edgy, reflecting the group’s powerful musical identity. The merchandise goes beyond standard apparel, offering items like branded headphones, music-themed stationery, and SKZOO character figures in exclusive ‘producer’ outfits. It’s a fantastic concept that connects fans directly to the group’s creative process.
Practical Info: Often found in areas popular with younger crowds, like Hongdae or near the JYP Center. Check for walk-in availability, as some slots are reserved for fan club members.
Insider Tip: On weekdays, pop-ups are generally less crowded. Try to visit on a Tuesday or Wednesday afternoon for a more relaxed experience and a better chance to try all the interactive exhibits without a long wait.
4. BTS ‘Chapter 3: Kaleidoscope’ Archive
Even with members pursuing solo projects, the BTS legacy continues with this stunning archival pop-up. ‘Chapter 3: Kaleidoscope’ is a museum-quality exhibition celebrating their group and solo works. It features never-before-seen stage outfits, handwritten lyric sheets, and personal items from the members. The experience is a journey through their evolution, with each room dedicated to a different member’s solo era, culminating in a shared space looking toward the future. The merchandise is subtle and sophisticated, including art prints, beautifully bound photobooks, and elegant jewelry engraved with iconic lyrics. It’s a must-visit for any ARMY wanting to reflect on their incredible impact.
Practical Info: Given the high demand, these are often held in large exhibition halls or department stores with a strict, paid ticketing system. Book months in advance.
Insider Tip: The audio guide is a must! It often features narration from the members themselves, providing personal stories and context behind the items on display, which deeply enriches the experience.
5. IVE’s ‘ROYAL FANTASIA’ Salon
IVE’s pop-up transports DIVEs into a luxurious, fairytale world. The ‘ROYAL FANTASIA’ Salon is designed like a lavish royal dressing room, with velvet curtains, ornate mirrors, and glittering chandeliers. The main attraction is the ‘Princess Mirror’, an interactive AR screen where you can ‘try on’ digital versions of their iconic stage outfits. The pop-up also features a beauty counter with exclusive makeup collaborations and fragrance collections inspired by each member. The merchandise is elegant and chic, focusing on fashion accessories like silk scarves, jewelry, and beautifully designed vanity cases. It’s a glamorous and enchanting experience that perfectly captures IVE’s ‘royal’ concept.
Practical Info: Usually located in upscale areas like Gangnam or inside luxury department stores. Reservations are essential and often fill up within minutes of release.
Insider Tip: Check for partnerships with local cafes. Often, presenting your pop-up reservation receipt at a nearby partner cafe will get you a discount or a special IVE-themed menu item.
6. ATEEZ ‘ETERNAL HORIZON’ Adventure
ATEEZ’s pop-up is an adventure for the senses. Continuing their intricate lore, the ‘ETERNAL HORIZON’ store is themed like the deck of a pirate ship sailing through different dimensions. The experience is highly interactive, featuring a virtual reality sailing game and a treasure map activity that leads you through the store to collect stamps and win a special prize. The lighting is dramatic, the sounds are immersive, and the staff are even dressed as crewmates. The merchandise is as unique as the concept, with items like compass-themed keychains, treasure chest music boxes, and rugged, travel-inspired apparel. It’s a thrilling experience that makes ATINYs feel like part of the story.
Practical Info: Look for this pop-up in creative spaces like Common Ground near Konkuk University or in Seongsu. It’s popular, so expect queues even with a reservation.
Insider Tip: Pay close attention to the details in the decor. There are often hidden clues and Easter eggs related to the ATEEZ universe lore scattered throughout the store that only dedicated fans will notice.
7. LE SSERAFIM ‘UNFORGIVEN’ Fitness Club
Reflecting their powerful and athletic concept, LE SSERAFIM’s pop-up is a chic, modern fitness club. The space is designed like a high-end gym, complete with branded yoga mats, water bottles, and activewear. Instead of simple photo zones, they have interactive fitness challenges, like a dance game or a punching bag challenge, where you can score points to win exclusive photocards. The aesthetic is clean, bold, and empowering. The merchandise focuses on high-quality athleisure wear, protein shakers, and gym accessories, all branded with their sleek logo. It’s a fresh and innovative concept that perfectly aligns with the group’s ‘fearless’ message and active lifestyle.
Practical Info: This type of pop-up is often held in collaboration with a sports brand, so expect it in areas like Myeongdong’s flagship store district or Gangnam.
Insider Tip: Wear comfortable shoes! The interactive elements are a core part of the experience, and you’ll want to be able to participate fully without worrying about your footwear.
8. TXT’s ‘STARSEEKERS’ Magical Library
Tomorrow X Together invites MOAs into their enchanting narrative with the ‘STARSEEKERS’ Magical Library. The pop-up is designed to look like a mystical, starlit library from their webtoon, with towering bookshelves, floating books, and cozy reading nooks. Each section of the library is dedicated to a chapter of their story, featuring concept art and lore displays. A highlight is the ‘Magic Book’ where your handwritten message to the members magically disappears into the page. The merchandise is wonderfully whimsical, including storybook-themed notebooks, constellation-inspired jewelry, and plush versions of their magical creatures. It’s a dreamy and immersive experience for fans of their deep storytelling.
Practical Info: This pop-up would likely be located in a quieter, more atmospheric area like the side streets of Samcheong-dong or inside a large bookstore like Kyobo.
Insider Tip: Look for the ‘hidden chapter’. There’s often a small, slightly concealed area with exclusive concept art or a special video message from the group that many visitors miss.
9. aespa’s ‘KWANGYA QUEST’ Portal
Step into the metaverse with aespa’s futuristic pop-up. The ‘KWANGYA QUEST’ Portal is a high-tech experience that blurs the line between the digital and physical worlds. The store is filled with AR (Augmented Reality) triggers and VR (Virtual Reality) stations that allow you to interact with the ‘ae’ virtual members. You can take a photo with your favorite ‘ae’ or complete a VR mission to defeat Black Mamba. The aesthetic is sleek, digital, and neon-drenched, truly feeling like a portal to KWANGYA. The merchandise is equally futuristic, featuring iridescent clothing, tech accessories, and limited-edition NFT photocards, making it a cutting-edge fan experience.
Practical Info: Likely hosted at the SM Entertainment building in Seongsu or a dedicated tech-forward gallery space in Gangnam. Reservations are almost always mandatory.
Insider Tip: Make sure your phone is fully charged before you go. The experience relies heavily on using your phone’s camera for the AR elements, and you don’t want to run out of battery.
10. ZEROBASEONE ‘IN BLOOM’ Greenhouse
ZEROBASEONE’s pop-up is a beautiful escape from the bustling city. The ‘IN BLOOM’ Greenhouse is a botanical-themed space filled with stunning floral arrangements and lush greenery, reflecting their debut concept. Each member has a section dedicated to their ‘official flower,’ creating gorgeous, individualized photo zones. The main attraction is a flower-arranging station where you can create a small bouquet inspired by the group, making for a unique and personal souvenir. The air is filled with a custom floral scent, which is also available for purchase as a diffuser. The merchandise is delicate and aesthetic, including pressed flower phone cases, embroidered apparel, and botanical art prints.
Practical Info: This pop-up is perfect for a venue with natural light, like a gallery in Samcheong-dong or a ‘glasshouse’ cafe in the Seoul suburbs.
Insider Tip: The lighting is best for photos during the ‘golden hour’ in the late afternoon. If your reservation slot allows, aim for a time around 4-5 PM to get the most beautiful, naturally lit pictures.
Frequently Asked Questions (FAQ)
1. Do I need to reserve a spot for K-pop pop-up stores?Absolutely, yes. For popular groups, reservations are essential and are often made through platforms like Naver Booking or the group’s official fan community app (e.g., Weverse). These spots can be filled within seconds, so be prepared and check official announcements for booking times.
2. How much does merchandise usually cost?
Prices vary widely. Small items like photocards, keyrings, or stickers can range from $5 to $25. T-shirts and hoodies are typically in the $40 to $100 range. Special items like photobooks or collaborations can cost even more. Be prepared for a cashless experience; most pop-ups only accept credit cards.
3. Are K-pop pop-up stores only in Seoul?
While Seoul is the primary hub, major pop-ups sometimes open a second location in Busan, especially during holidays or tour seasons. Additionally, highly successful pop-ups might later travel internationally to cities like Tokyo, Los Angeles, or Bangkok, but the original and most comprehensive version is almost always in Seoul.
4. What’s the best way to find out about new pop-up stores?
Follow your favorite group’s official social media accounts (especially Twitter and Instagram) and their fan platform (Weverse, Bubble, etc.). These are the primary sources for announcements. Following fan-run update accounts can also be helpful as they consolidate information quickly.
Visiting a K-pop pop-up store is more than just shopping—it’s about celebrating the art, music, and community that make K-pop so special. Remember that these stores are temporary, so always double-check the dates and reservation details before you go. Happy fan-girling and fan-boying in Seoul!
Tags: #K-Pop #SeoulTravel #KoreanCulture #IdolMerch #Pop-UpStore #TheHyundaiSeoul #Seongsu-dong #Hongdae #BTS #SEVENTEEN
