Fandom doesn’t end when the final episode rolls. Fans chase the story in real life—traveling to filming locations to relive every emotion, visiting pop-up stores to join immersive programs, and even shopping the on-screen items to keep the buzz alive.
According to the Korea Culture & Tourism Institute, as of Q4 2025, inbound visitors to Korea most often experienced the country through food adventures, shopping, and enjoying its natural scenery. With hit Korean titles frequently spawning pop-up stores, many fans choose to see, feel, and experience the works firsthand by visiting locations tied to their favorite shows.
Where do K-content pop-up stores open most often?
1. Hyundai City Outlet — Dongdaemun
As of 2026, Hyundai City Outlet’s Dongdaemun branch has hosted TVING pop-ups for Spirit Fingers and Yumi's Cells Season 3, among others.
Spirit Fingers follows timid high schooler Song Woo-yeon (played by Park Ji-hu), who used to hide her true feelings for fear of judgment. The drama captures her heart-thumping search for what truly excites her—and how the world changes when she speaks up and learns to love herself. Yumi's Cells Season 3 is a cell-tingling, feel-everything romance in which Yumi (Kim Go-eun), now a star author living a low-drama life, is thrown into laughter, tears, and love all over again by an unexpected person who crashes into her days.
2. IPARK Mall — Yongsan
Directly connected to Yongsan Station, IPARK Mall has staged pop-ups for Heavenly’s Always, We Meet Again and TVING’s The Legend of Kitchen Soldier. Always, We Meet Again is a youth fantasy romance about two boys reliving their eighteenth year after reuniting with a first love upon slipping back 17 years into the past. The Legend of Kitchen Soldier is a military cooking fantasy where Private Kang Seong-jae (Park Ji-hoon) trades rifles for chef’s knives and a bandolier for an apron as he rises to legendary mess hall fame.
3. The Hyundai Seoul
Also known as ‘Yeouido The Hyundai,’ The Hyundai Seoul ranks with Seongsu as one of the capital’s hottest pop-up hubs. This past May, it hosted a pop-up for the drama Perfect Crown.
Perfect Crown is set in a modern constitutional monarchy Korea. It tells a status-defying romance between a woman who has everything as a chaebol yet hates that she’s “just” a commoner, and a prince who has nothing he can truly call his own. The series stars IU and Byeon Woo-seok.
