Seongsu Pop-Up Guide: January 2026's Must-Visit Limited-Time Experiences

Location: Seongsu-dong, Seoul | Category: Pop-Up Stores & Exhibitions | Best For: K-pop fans, Trend seekers, Instagram enthusiasts

Seongsu-dong has cemented its status as Seoul's pop-up capital, and January 2026 brings an exceptional lineup. From K-pop media exhibitions to global brand activations, these temporary spaces transform the industrial neighborhood into a playground of curated experiences. Most run for just a few weeks—plan accordingly.

Quick Overview

1. 시티 오브 센스 (City of Sense)

(G)I-DLE's first-ever media exhibition transforms SPACE-S50 into a sensory journey through the group's artistic evolution. Five distinct zones engage each sense: a media art intro chronicling their history, member-themed vanity stations with signature scents, a miniature streetscape with interactive screens, and an immersive multi-screen theater.

The phone booth installation lets visitors hear personal voice messages from each member. Limited-edition merchandise available only at this location.

2. 월리를 찾아라 특별전 (Where's Wally Exhibition)

The beloved British picture book series comes to life at The Seouliteum. Life-sized recreations of Martin Handford's intricate illustrations fill the exhibition hall, inviting visitors to physically search for Wally and his friends across multiple themed zones.

A stamp tour adds gamification—complete all stations to claim exclusive merchandise. The gift shop stocks Korea-exclusive Wally items unavailable elsewhere.

3. 아디다스 카페 3 스트라이프스 서울 (Adidas Cafe 3 Stripes Seoul)

The sportswear giant's cafe concept occupies a converted warehouse, merging athletic culture with specialty coffee. The iconic three-stripe motif runs through every design detail—from neon signage to table arrangements. An outdoor courtyard with stadium-style seating becomes the centerpiece after dark.

Beyond drinks, the space hosts community programs: running clubs, styling sessions, and DJ nights. Check their Instagram for the weekly schedule.

4. 조구만 팝업 (Joguman Pop-Up)

Korean illustrator Joguman's characters—a green figure and brown companion recognizable across Asian social media—take over two floors of LINE FRIENDS Square. The collaboration brings exclusive plushies, stationery, and lifestyle goods unavailable in regular stores.

Photo opportunities fill both levels, from oversized character installations to themed corner setups. The second floor stocks higher-end collaboration pieces.

5. 하우스 오브 애슐리 (House of Ashley)

Ashley Queens, the Korean buffet chain, stages a winter-themed brand experience that feels more like stepping into a British manor library. A working electric fireplace anchors the space, flanked by floor-to-ceiling bookshelves in deep red tones.

The setup doubles as a preview for their seasonal menu. Sample dishes available during select hours; full meals require separate restaurant reservation.

6. 포 마이 넥스트 챕터 (For My Next Chapter)

T Factory Seongsu hosts this interactive New Year planning experience. Visitors select goal keywords—health, career, finance, relationships—and build a personalized mandala chart (a Japanese goal-setting framework popular in Korea). The space resembles a winter market, complete with wooden stalls and warm lighting.

Completing the activity earns a take-home gift kit. Additional programs include AI fortune photos and touch-light installations.

7. 맥 파우더 키스 팝업 (M.A.C Powder Kiss Pop-Up)

The cosmetics brand dedicates this pop-up to its cult-favorite Powder Kiss lipstick line. A minimalist space in signature M.A.C black showcases the full color range, with makeup artists available for try-on sessions and shade matching.

Purchase incentives include limited-edition pouches and engraving services. Stock tends to deplete toward closing days.

8. 샬랑 드 파리 (Challans de Paris × Musinsa Beauty)

French-inspired K-beauty brand Challans de Paris partners with Musinsa Beauty for an art-gallery-style pop-up. Oil painting aesthetics dominate the visual identity—soft florals, golden light, classical portraiture motifs translated into product displays.

Exclusive collaboration sets and early access to new launches draw the skincare-focused crowd. Samples available with any purchase.

Practical Tips

Check closing dates first. Four pop-ups end by January 11. Prioritize City of Sense (Jan 10), Joguman (Jan 11), and Challans de Paris (Jan 11) if visiting mid-month.

Weekday visits save time. Weekend crowds at popular spots like the (G)I-DLE exhibition mean 30-60 minute waits. Tuesday-Thursday afternoons work best.

Cluster your route. Most locations sit within a 15-minute walking radius from Seongsu Station Exit 3. The Wally exhibition near Ttukseom Station requires a separate trip.

Budget for merchandise. Entry may be free, but exclusive goods drive these experiences. Bring ₩50,000-100,000 ($40-75) if shopping is part of the plan.

Payment flexibility. All accept Korean cards. International cards work at most; cash backup recommended for smaller pop-ups.

Final Thoughts

January's Seongsu pop-up lineup caters heavily to K-pop fans and beauty enthusiasts, though the Wally exhibition and Adidas Cafe work for broader audiences. Time-sensitive closures demand quick planning—waiting until late January means missing half this list.

📌 Quick Reference

• 시티 오브 센스 (City of Sense) - SPACE-S50, Seongsu | Until Jan 10
• 월리를 찾아라 (Where's Wally) - The Seouliteum, Seoulsup 2-gil | Until Apr 5
• 아디다스 카페 (Adidas Cafe) - Seongsu-dong | Until Jan 18
• 조구만 팝업 (Joguman) - 77 Seongsui-ro, LINE FRIENDS Square | Until Jan 11
• 하우스 오브 애슐리 (House of Ashley) - Seongsu-dong | Until Jan 25
• 포 마이 넥스트 챕터 (For My Next Chapter) - T Factory Seongsu | Until Feb 22
• 맥 파우더 키스 (M.A.C Powder Kiss) - Seongsu-dong | Jan 8-15
• 샬랑 드 파리 (Challans de Paris) - Seongsu-dong | Until Jan 11