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The Hyundai Seoul Transforms into K-Culture Hub with Grand Fair
🇰🇷 South Korea /Culture & Society

The Hyundai Seoul Transforms into K-Culture Hub with Grand Fair

From Dong-A Ilbo · () Korean

Translated from Korean, summarized and contextualized by DistantNews.

At a glance

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  • The Hyundai Department Store's 'The Hyundai Seoul' is hosting a large-scale K-Content Fair from June 20 to July 12, showcasing Korean popular culture.
  • The fair features major K-pop groups like Hats to Hats and ATEEZ with dedicated pop-up stores celebrating their new releases.
  • It also includes new brands reinterpreting traditional aesthetics, limited edition products, and special events for foreign visitors, in partnership with the Seoul Tourism Organization.

The Hyundai Seoul, a flagship store of Hyundai Department Store, is transforming into a cultural hub by hosting a major K-Content Fair. Running from June 20 to July 12, the event aims to bring together diverse aspects of Korean popular culture, including music, fashion, and food, for visitors to experience.

The fair highlights major K-pop brands with significant global fandoms. SM Entertainment's girl group Hats to Hats will have its first exclusive retail space, celebrating the release of their second mini-album 'Lemon-Ting'. Additionally, a dedicated space will feature the popular boy group ATEEZ, marking the launch of their 14th mini-album.

Beyond music, the event showcases unique character brands and limited-edition merchandise. The character 'Eyebrow Dumpling,' popular on social media, will have its first offline store. New brands reinterpreting traditional Korean aesthetics, such as the handmade paint brand Everlab and the traditional gochujang brand K-Chop, will also be featured.

Special initiatives are in place for international visitors, including additional discount coupons and gift vouchers at the Global Lounge. The event also collaborates with the Seoul Tourism Organization for online promotions, offering prizes like hotel stays and gift certificates to participants who engage with the Seoul tourism Instagram account.

We have focused on intensively arranging diverse elements so that visitors can directly experience Korea's differentiated cultural value beyond simple product purchases, and we will continue to discover unique content to build a different shopping environment.

— Hyundai Department Store OfficialA representative from Hyundai Department Store commented on the store's aim to provide visitors with an immersive cultural experience.
DistantNews Editorial

Originally published by Dong-A Ilbo in Korean. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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