Have you heard of Seongsu-dong, Seoul’s very own “Brooklyn”? This neighborhood has gone from industrial roots to being one of the most sought-after hotspots among locals and travelers. Seongsu is vibrant, creative, and authentically cool—a place where you’re just as likely to stumble onto street art as you are into an independent designer’s studio. With warehouses transformed into trendy cafes, avant-garde boutiques, pop-up wonders, and a spirit of discovery at every turn, Seongsu is where Seoul’s creative pulse truly beats.
It’s the perfect neighborhood to wander all day—exploring hidden alleys overflowing with vintage shops, sampling the latest desserts in pastel-hued cafés, and, of course, chasing pop-up experiences you won’t find anywhere else in the city.
Recently, we spent the day “Unlocking Seongsu” — visiting some of the coolest pop-ups currently happening in the area. Here’s a breakdown of some current pop-ups in Seoungsu that you’ll want to add to your Seoul itinerary, and make sure you visit them before they are gone!
Torriden Connect Seongsu: Skincare Playground
Address: 17, Seongsui-ro 7ga-gil, Seongdong-gu, Seoul
Hours: 11:00–20:00
First stop: the Torriden Connect Seongsu Pop-Up. Spread over a modern three-story building, this space is a must for skincare enthusiasts and K-beauty lovers alike. The experience begins on the third floor: here, you’ll be greeted by a chic interior and an interactive digital screen that kicks off your skincare journey. Complete the mini-game and be rewarded with a mini Torriden sunscreen; follow their Instagram and you’ll score extra samples.
Cute collectible stickers? Check. Freebies? Absolutely.
Each floor brings something new:
- The second floor displays the full Torriden range—touch, test, and jot down your faves on an order form.
- The first floor is where the magic happens: purchase any product for a chance to win even more exclusive samples.
With photo zones throughout and a focus on experience, it’s a pop-up where you leave with more than just products. it’s aesthetic, interactive, and super generous — skincare lovers, you don’t want to miss this.—you leave with brag-worthy memories.
ROM&ND “PINK OFFICE” Flagship: A K-Beauty Color Wonderland
Address: 88, Yeonmujang-gil, Seongdong-gu, Seoul
Hours: 11:00–21:00
If you’re a beauty lover, the newly opened ROM&ND Pink Office flagship is your dream destination. Only here can you find the 13 “Seongsu Juicy” lip colors, exclusive to this location!
Inside, you’re greeted with sleek displays and a unique interactive personal color analysis right at the entrance. Just scan your face on the tablet for instant feedback on which lipstick shades and palettes best suit your undertones—think “Cool Summer” or “Deep Autumn.” Based on your result, you’re offered a kit curated for you, including eyeshadow, tints, and glosses matched to your season.
What stands out is the try-everything approach: all products are out for you to test as much as you like before picking your new staple. I fell in love with the “Coco Palm” lip tint from the Seongsu Juicy line and absolutely recommend picking up one (or three!). This spot is perfect for swatching, snapping photos, and discovering your perfect K-beauty color match.
Gentle Monster x Bratz Pocket Pop-Up: Sunglasses and Nostalgia
Address: Seoul Seongdong-gu 2(i)-ga 309-59
Pop-up until the end of October
Our final stop: the playful, can’t-miss Gentle Monster x Bratz Pocket Pop-Up, where iconic meets futuristic. You’ll know you’re in the right place when you spot the giant Bratz doll perched on the roof, watching over Seongsu in true icon style.
Created to celebrate the “2025 Pocket Collection,” the experience is part sci-fi, part throwback. Step inside for:
- Life-size Bratz statues and an Instagram-worthy setup.
- A curated selection of Gentle Monster sunglasses, from the newest Pocket collection to ultra-futuristic frames.
I couldn’t resist trying nearly every pair (with lots of giggles): it’s a space that blends nostalgia, high fashion, and Seoul’s signature trendsetting spirit in one unforgettable package.
It’s fun, bold, and totally Insta-worthy. I spent way longer here than expected — but that’s what makes Seongsu pop-ups so addictive. This pop-up runs until the end of October, so fans of statement glasses or Y2K glam—don’t miss out!
Why Seongsu Should Be Your Next Seoul Stop
Seongsu isn’t just about shopping—it’s about the journey. With new pop-ups opening almost every month, ever-evolving murals and boutiques, and a laid-back, creative buzz, it offers something fresh every time you visit. Whether you come for a skincare adventure, a color consultation, or a sunglasses selfie, you’ll leave already planning your next trip back to Seoul’s coolest corner.
Pro tip: Wear comfy shoes, bring a camera, and leave room in your bag — trust me, you’ll walk away with goodies. Go unlock Seongsu’s hidden gems before these pop-ups disappear!
Written by Kayla Watson