Hyundai Department Store to Host the 'Global K-Content Fair' at The Hyundai Seoul

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What is the Global K-Content Fair?Hyundai Department Store will hold the K-content fair, <WHAT’S YOUR K-TASTE>, at The Hyundai Seoul from June 20 to July 12, 2026. The event is designed so customers can enjoy K-content across a range of fields, including K-pop, K-food, and K-fashion, based on their tastes. Pop-up stores, promotions, and online events will also run across the department store's floors.

Schedule and participating artists for the K-pop pop-up storesTwo pop-up stores from K-pop brands targeting global fandoms will be operated. At the Iconic event hall on the B1 floor, Hearts2Hearts, the eight-member girl group under SM Entertainment, will open its first distributor-run pop-up store from June 23 to July 1, along with an event marking the release of its second mini album, 'Lemon Tang.' On the 5th-floor Pop-up Studio, a pop-up store celebrating the release of ATEEZ's 14th mini album, 'Golden Hour: Part 5,' will run from June 26 to July 5.

K-character and K-goods pop-up store lineupPop-up stores featuring K-characters and K-goods will also be held in sequence during the event period. At the Iconic Pop-up Zone on the B2 floor, the SNS-popular character 'Glasses Dumpling' will open its first distributor-run pop-up store from July 9 to 22, 2026, and release exclusive merchandise. In the Void space on the 5th floor, 'Eve Lab,' a brand offering hands-on experiences with handmade pigments based on traditional colors, will stage its first offline pop-up store from June 25 to July 5, 2026. At 'The Hyundai Souvenir' store on the same floor, an exclusive pop-up store for the gochujang brand 'Ketchup,' selected as a '2025 K-Culture Product,' will run until June 24, 2026.

K-beauty and K-living pop-up store detailsIn the Void pop-up space on the 4th floor, Hyundai Department Store's in-house beauty edit shop, Be Clean, will host a pop-up store for the K-beauty brand Myinstay until July 2 and unveil a diffuser collection inspired by traditional Korean package design for the first time. In the Pop-up Studio on the same floor, a pop-up store for the K-bedding brand Bin Collection will run from June 24 to July 8, 2026, offering popular items at discounted prices.

Global promotions for foreign visitorsDuring the event period, foreign visitors to the Global Lounge on the 6th floor of The Hyundai Seoul will receive vouchers that include additional discounts and gift benefits from participating K-content fair brands. Custom ID cards tailored to customer tastes can be made free of charge at the Photogram store on the B2 floor.

Online event with the Seoul Tourism OrganizationAn SNS event for foreign visitors will be held with the Seoul Tourism Organization from June 24 to 30, 2026. Visitors who leave a comment on a post about The Hyundai Seoul K-content fair on Seoul Tourism's official SNS channels will be entered into a drawing for prizes such as a stay at Fairmont Ambassador Seoul, admission tickets to The Hyundai Seoul's VIP lounge YPHAUS, and a 50,000-won food and beverage voucher for The Hyundai Seoul.

Q1. What is the schedule for the K-pop pop-up stores at The Hyundai Seoul K-Content Fair?

From June 23 to July 1, 2026, Hearts2Hearts' first distributor-run pop-up store will operate at the Iconic event hall on the B1 floor. From June 26 to July 5, 2026, a pop-up store celebrating ATEEZ's 14th mini album, 'Golden Hour: Part 5,' will be held at the 5th-floor Pop-up Studio.

Q2. What are some examples of department store spaces hosting K-content experience events?

The Hyundai Seoul will operate pop-up stores by category, including K-pop, K-food, K-fashion, and K-beauty, along with promotions for foreign visitors on each floor from June 20 to July 12, 2026. An online SNS event with the Seoul Tourism Organization will also run in parallel.

Q3. What benefits can foreign visitors to The Hyundai Seoul receive during the K-Content Fair?

Foreign visitors who stop by the Global Lounge on the 6th floor will receive vouchers with additional discounts and gift benefits from participating K-content fair brands. They can also make a custom ID card free of charge at the Photogram store on the B2 floor.

Q: What is the Global K-Content Fair?

A: The Global K-Content Fair is a multi-theme K-content event planned by Hyundai Department Store at The Hyundai Seoul. It is characterized by its curation of K-content across diverse fields such as K-pop, K-food, and K-fashion, tailored to customer tastes. The official title is 'WHAT’S YOUR K-TASTE,' and the event will run across the floors of The Hyundai Seoul from June 20 to July 12, 2026.

Q: What pop-up stores will be operated at the Global K-Content Fair?

A: During the event, pop-up stores celebrating releases by global idols such as Hearts2Hearts and ATEEZ will run alongside a number of other brand pop-ups across The Hyundai Seoul, including the SNS-popular character Glasses Dumpling, the handmade pigment experience brand Eve Lab, and the gochujang brand Ketchup. The Hearts2Hearts pop-up is the first of its kind run by a distributor, while the Eve Lab pop-up is its first offline operation.

Q: How will the foreign visitor promotion at the Global K-Content Fair be operated?

A: Foreign visitors to the Global Lounge on the 6th floor of The Hyundai Seoul will receive vouchers offering extra discounts and gift benefits from participating brands. They can also make custom ID cards free of charge at the Photogram store on the B2 floor. An SNS event with the Seoul Tourism Organization will run from June 24 to 30, 2026, with prizes including a stay at Fairmont Ambassador Seoul to be given away through a lottery.

◆ Pop-up store: A temporary retail space operated for a limited period, set up to promote or sell a specific brand or product.

◆ K-content: An industry term referring collectively to content and products derived from Korean culture, such as K-pop, K-food, K-fashion, and K-beauty.

◆ Voucher: A document in the form of a coupon or gift certificate that proves the right to use a specific product or service.

This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.