Hyundai Department Store will open a pop-up store targeting the MZ generation at THE HYUNDAI SEOUL with HYBE, an entertainment lifestyle platform company.


Hyundai Department Store announced on the 3rd that it will operate the "IN THE SOOP Pop-up Store" on the first floor of THE HYUNDAI SEOUL with HYBE until the 31st of next month.

"IN THE SOOP" is original content presented by HYBE, capturing the healing and relaxation experienced by artists like BTS and SEVENTEEN as they take a break from their busy lives in nature.

The pop-up store spans 446 square meters and has been transformed into a "healing forest in the city." It features a large photo zone and offers over 100 lifestyle products, including apparel, household goods, and F&B. Customers who spend over 150,000 won will receive an "IN THE SOOP Natural Cotton Handkerchief" featuring BTS or SEVENTEEN themed graphics.

To prevent overcrowding, Hyundai Department Store will limit simultaneous visitors to about 50 people and operate on a same-day reservation basis.

A representative from Hyundai Department Store stated, "To prevent customer congestion, we will install a reception kiosk in front of the main entrance of THE HYUNDAI SEOUL starting at 9 AM daily before the department store opens. We will then send a mobile notification with the available entry time to customers who have pre-registered using their mobile numbers." They added, "The concept of the 'IN THE SOOP' pop-up store, which embodies a healing forest in the city and aligns with the concept of 'retail therapy' (healing through shopping), is a perfect fit, and we believe this concept is ideal for HYBE and us to collaborate on."

These are English translations of articles from our GTTOUR Japanese website.