▲ This poster is provided by Hyundai Department Store to promote its K-content fair "WHAT'S YOUR K-TASTE," to be held at The Hyundai Seoul from June 20 to July 12, 2026, offering visitors a chance to experience various aspects of Korean culture, including K-pop, K-food and K-fashion. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, June 19 (Yonhap) -- Hyundai Department Store said Friday it will hold the K-content fair "WHAT'S YOUR K-TASTE" at The Hyundai Seoul from June 20 to July 12, offering visitors a chance to experience various aspects of Korean culture, including K-pop, K-food and K-fashion.

 

The event is designed to allow customers to enjoy a wide range of K-content tailored to their tastes.

 

Large-scale pop-up stores targeting global fandoms will take center stage.

 

At the Iconic event hall on the basement level, The Hyundai Seoul will host the first-ever pop-up store by a retailer for SM Entertainment's eight-member girl group Hearts2Hearts from June 23 to July 1 to celebrate the release of the group's second mini album, "Lemon Tang."

 

Another pop-up store will be held at the Pop-up Studio on the fifth floor from June 26 to July 5 to mark the release of boy band Ateez's 14th mini album, "GOLDEN HOUR: Part.5."

 

Visitors can also enjoy K-character and K-goods pop-up events making their offline debuts.

 

From July 9-22, a retailer-exclusive pop-up for popular social media character Ahnkyung Mandu will open at the Iconic Pop-up Zone on the basement level, featuring exclusive merchandise.

 

Meanwhile, traditional color-based handmade paint brand Evlab will hold its first offline pop-up store at the Void space on the fifth floor from June 25 to July 5.

 

At The Hyundai Souvenir store on the same floor, an exclusive pop-up for gochujang brand Ketchup, selected as one of the "2025 K-Culture Products," will run through June 24.

 

The department store will also present beauty and lifestyle events that reinterpret traditional Korean aesthetics in a modern way.

 

From June 20 to July 2, Hyundai Department Store's beauty select shop B.Clean will host a pop-up for K-beauty brand My In Stay at the fourth-floor Void space, unveiling a diffuser collection featuring traditional Korean package designs.

 

A pop-up store for K-bedding brand Bean Collection will run at the Pop-up Studio on the same floor from June 24 to July 8, offering discounts on popular products.

 

Special promotions for foreign visitors are also planned.

 

Foreign customers visiting the Global Lounge on the sixth floor during the event period will receive vouchers offering additional discounts and gifts from participating brands. They can also create customized ID cards free of charge at the Photogram store on the basement level.

 

In cooperation with the Seoul Tourism Organization, Hyundai Department Store will also hold a social media event for overseas visitors from June 24-30.

 

Participants who leave comments on posts about the K-content fair on Visit Seoul's Instagram account (@visitseoul_official) will be entered into a drawing for prizes, including accommodation vouchers for Fairmont Ambassador Seoul, admission passes to The Hyundai Seoul's VIP lounge "YPHAUS" and 50,000-won dining vouchers.

 

"We plan to provide a variety of content so that customers can enjoy distinctive K-culture experiences while shopping," a Hyundai Department Store official said.

 

"We will continue to develop new content to offer unique shopping experiences in innovative forms," the official added.

 

jwc@yna.co.kr

[ⓒ K-VIBE. 무단전재-재배포 금지]