In Seoul, South Korea, the trending phenomenon of pop-up stores rises

Just a little over three hours away from Manila by plane lies the birthplace of the current obsessions of many Filipinos — K-Drama, K-Pop, and K-Food — South Korea.

Although not too far from the Philippines, Seoul offers a refreshing coolness even at high noon, with temperatures hovering around 20-22C.

For some Filipinos who have had the opportunity to vacation in Korea, the appeal goes beyond their favorite K-Pop idols; it's also an escape from the scorching heat currently blanketing the Philippines.

"The coolness here feels like being in an air-conditioned room even at noon. In the Philippines, stepping outside there feels like being roasted in an oven due to the intense heat," Erica Agoncillo, a Filipino tourist in South Korea, said.

But there's another thing in Seoul, South Korea that's sure to captivate Filipino tourists and even Koreans alike.

The Seongsu-dong or Seongsu district has become a popular hangout thanks to its many pop-up stores that have been frequented by well-known idols like BTS, EXO, Seventeen, and many more.

From eateries and cafes to clothing boutiques, the surroundings have been visited multiple times by members of the biggest K-Pop bands worldwide.

According to Park Zele from Seongsu Bible, "Almost every idol you're aware of has visited the Seongsu-dong area—BTS, some SM Entertainment artists, and recently Seventeen have opened pop-up stores here."

So Kim Heijin Agoncillo, a Filipino K-Pop fan visiting Seoul, didn't miss the chance to visit a pop-up store endorsed by their favorite member of a popular K-Pop group.

"Because of Mingyu of Seventeen," Kim said. "I hope we have more of this in the Philippines because it's very unique and fun with the activities they offer."

Pop-up stores are currently all the rage in Korea and are seen as the future, supported by their government. These businesses, which offer clothing, food, and various products, avoid long-term leases in malls and opt for community-based facilities, staying for only one to two months before moving on.

With online sales booming, pop-up store owners get creative with activities to attract customers, especially from the Gen-Z demographic, spreading the word on social media to maintain interest.

Lee Hokyu, Creative Director at SDACTORY, stated, "Pop-ups provide quick revenue and are cost-effective—renting for a short time then leaving. It’s beneficial in terms of cash flow and staying trendy."

Take, for instance, this pop-up store inspired by the set of the hit K-Drama "Reply 1988."

After exploring the pop-up store, visitors can enjoy instant Korean noodles enhanced with various popular Korean noodle styles — a satisfying treat. And when the sweat starts to flow from the spicy noodles, one can cool off at Seoul Forest and catch the picturesque sunset.

Resembling a grander, cooler version of Luneta Park, with a touch of K-Pop, visitors can spot the BTS Bench, set up by ARMY fans, honoring one of the most successful boy bands from South Korea to date.

In the coming days, stay tuned to GMA Integrated News for a visit to famous locations where some of the most popular K-Dramas, like the current sensation "Queen of Tears," were filmed.

— LA, GMA Integrated News