Seongsu is evolving from a pop-up hub into a district of permanent flagship stores.
Domestic and global beauty and fashion brands are opening long-term locations as the neighborhood draws both Korean shoppers and international visitors.
By the number
82% — Increase in foreign visitors to Seongsu in 2025 compared with the previous year
159,000 — Social-media mentions of Seongsu in 2025, up from 134,000 in 2023
4.5% — Seongsu commercial-district vacancy rate in Q2 2026
26.0% — Seongdong District’s share of Seoul-area pop-ups in H1 2026, down from 34.9% a year earlier
The shift is already visible on the street.
Olive Young Beauty Mansion opened in June, followed by Italian fashion label Subdued in July and YSL Beauty Boutique in September. Dunst, Supreme, 24/7 Series and New Era have also opened permanent stores in Seongsu this year.
The 4.5% vacancy rate may look like weakness at first glance, but Cushman & Wakefield Korea said the increase partly reflects the district’s transition from short-term pop-ups to larger, permanent flagship spaces. :chatgpt-content-reference{index="0"}
At the same time, pop-ups are spreading beyond Seongsu. Seongdong District’s share of Seoul-area pop-ups fell from 34.9% to 26.0%, while areas such as Yongsan and Jamsil gained share. :chatgpt-content-reference{index="1"}
For visitors, that changes what a trip to Seongsu looks like.
Instead of depending entirely on whatever temporary pop-up happens to be open that week, shoppers are increasingly finding permanent beauty and fashion destinations they can plan around.
Seongsu is not abandoning pop-ups. It is becoming a more permanent retail district while the pop-up model spreads to other parts of Seoul.