THE MOVING SEOUL, a pop-up store showcasing all the charms and trends of Korean culture, is opening August 10-23 at The Hyundai Seoul for 14 days. It is the third pop-up store in the K-Culture Relay Pop-up event hosted by the Ministry of Culture, Sports & Tourism, and the Korea Tourism Organization, following the pop-up store in Busan in June and New York City in July.

THE MOVING SEOUL features 12 different brands that represent key aspects of K-culture, including Korean fashion, food, art, and K-pop. Items expected to be of particular interest to shoppers include products from the National Museum of Korea seen in BTS’ RM’s work room, the traditional alcohol brand Mapcy Makgeoli made fresh daily using Gimpo Geumssal rice, and art pieces made by Korean artist Kim Hyun-jeong. The pop-up store will also have limited goods and a photo booth for the international 9-member boy group ZEROBASEONE.

The Korea Tourism Organization plans to give out a variety of gifts to people who visit the pop-up store in promotion of the Visit Korea Year and K-culture.

Visit Korea Year X The Hyundai Seoul Pop-up Store
Name: THE MOVING SEOUL
Location: The Hyundai Seoul Iconic Square (B2)
108, Yeoui-daero, Yeongdeungpo-gu, Seoul (서울특별시 영등포구 여의대로 108)
Period: August 10-23, 2023 / Weekdays 10:30-20:00, Weekends 10:30-20:30