Seoul Forest pop-up draws 43,000 visitors, with foreigners making up one-quarter
Nearly one in four visitors to a Seoul-branded pop-up store at Seoul Forest were foreign tourists, driving total attendance past 42,000 over three months as municipal authorities work to capitalize on the city's global profile through official merchandise. The Seoul Metropolitan Government said Wednesday that 42,738 people visited The Seoul My Soul Lounge from July 31 to Tuesday during the 2026…
A Seoul-branded pop-up store at Seoul Forest attracted nearly 43,000 visitors over a three-month period, with foreign tourists making up one-quarter of the total attendance, according to municipal authorities. The Seoul My Soul Lounge, which opened on July 31 and operated until the end of the year, saw 42,738 visitors during its three-month run. Of these visitors, 10,272 were from abroad, constituting 24 percent of the total.
The lounge, situated on a lawn at Seoul Forest, blended garden displays with merchandise and food products to highlight Seoul's identity. The venue featured four sections dedicated to Seoul-themed merchandise, food, the city's brand, and retail products. Among the most popular items for international visitors were edible goods, such as red bean bread made by Koryodang Bakery and snacks from Pungsimdang. These items were created through partnerships between the city and private companies.
The city's efforts to leverage Seoul's global profile are evident in the success of the Seoul My Soul Lounge. By offering a unique experience that combined nature, local products, and promotional materials, the lounge effectively capitalized on the city's international allure. The lounge's popularity underscores the importance of utilizing Seoul's global image to attract visitors and showcase the city's unique offerings.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
