Showcasing exclusive content and top-notch merchandise at a pop-up store has become a must for many brands in Korea as a means of promotion.

Pop-ups open for a brief period to reach new customers by giving them an opportunity to experience the brand and strengthen the brand loyalty of existing clients.

Though commercial, such fleeting spaces have also become one of the most sought-after date spots for friends and couples here, developing into a new kind of playground, particularly for millennials and Generation Z.

Fun and free

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