In the era of pop-up stores, the trend is soaring, and Seongsu-dong remains a haven for these ephemeral shopping experiences.

Beyond pop-ups, a variety of fashion and beauty brand showrooms are emerging, transforming Seongsu-dong into a vibrant hub for culture, art, and the fashion industry.

Don’t miss out on these must-visit shopping places for MZ (Millennial and Zoomer) generations in Seongsu-dong:

1️⃣ @minitmute
📍 57 Yeonmujang-gil, 1F, Seongdong-gu, Seoul
A brand crafting minimal yet practical bags. They select leather that accentuates the unique charm of each bag.

2️⃣ @findkapoor
📍 22-5 Seongsui-ro 7-gil, Seongdong-gu, Seoul
Drawing inspiration from Y2K, this brand pursues fashion that is intimate and joyful, prioritizing a non-typical beauty.

3️⃣ @maisonloeuvre
📍 29 Seoul Forest 2-gil, 1F, L’oeuvre, Seongdong-gu, Seoul
A brand with French sensibilities. They dedicate time and effort to create ‘artwork’ products through lines, colors, and materials.

4️⃣ @aviemuah
📍 18-1, 1F, 2F Seoul Forest 2-gil, Seongdong-gu, Seoul
A brand embodying Kang Min-kyung’s preferences. They introduce clothes that prioritize naturalness, offering a more comfortable life.

5️⃣ @standoil
📍 19 Yeonmujang 11-gil, Seongdong-gu, Seoul
Focused on the keyword ‘daily bag,’ they showcase products that bring joy and inspiration to lifestyle.