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| ▲ The Gwangalli Marine Leisure Sports Center in Busan, where a pop-up event by Hyundai Department Store will be held. The Gwangalli pop-up will run for 24 days from March 20 to April 12, 2026, while the Hwangnidan-gil event will take place for 18 days from April 30 to May 17, 2026. The company plans to expand to more locations in line with peak vacation and festival seasons. Photo provided by Hyundai Department Store. (PHOTO NOT FOR SALE) (Yonhap) |
SEOUL, March 19 (Yonhap) -- Hyundai Department Store said Thursday it will bring its signature “The Hyundai” content directly to major tourist destinations across South Korea as part of a new strategy to engage foreign visitors.
The company plans to launch so-called “retail on the move” pop-up stores at popular local attractions frequented by international tourists, aiming to expand its global touchpoints beyond traditional department store locations.
The first pop-ups will be held in Gwangalli Beach in Busan and Hwangnidan-gil in Gyeongju, the company said. The Gwangalli pop-up will run for 24 days from March 20 to April 12, while the Hwangnidan-gil event will take place for 18 days from April 30 to May 17. The company plans to expand to more locations in line with peak vacation and festival seasons.
Through the initiative, Hyundai Department Store aims to combine its content planning expertise -- built through The Hyundai Seoul, widely known as a hub for pop-up stores -- with regional characteristics to offer differentiated experiences for foreign visitors.
In Busan, the company will host a cherry blossom-themed pop-up at Gwangalli Marine Leisure Sports Center, a popular destination for activities such as yacht tours. The venue is located near the entrance to Gwangalli Beach and close to a well-known cherry blossom spot near Samik Beach Town apartments, drawing large crowds in spring.
At the site, Hyundai Department Store will collaborate with global IP platform company Play in the Box to showcase character merchandise featuring popular figures such as Crayon Shin-chan and Hello Kitty, along with special editions incorporating cherry blossom designs.
In partnership with the Korea Tourism Organization, the company will also offer a “Gwangalli Cherry Blossom Yacht Tour,” allowing visitors to ride a blossom-decorated yacht around landmarks such as Gwangan Bridge and Haeundae.
The Gyeongju pop-up, set to open April 30, will feature the globally popular characters Teletubbies. It will be held at the Gyeongju Civic Culture Center along the main street of Hwangnidan-gil, offering a wide range of themed merchandise as well as special products inspired by local heritage such as Seokguram Grotto.
The company said the initiative marks a step beyond its previous foreign marketing efforts, which focused on in-store promotions, by directly targeting key tourist routes.
Earlier, Hyundai Department Store introduced industry-first programs such as transit tours for foreign travelers stopping over in Korea to visit The Hyundai Seoul, as well as tour passes linking its stores with nearby attractions.
With the new initiative, the company is extending its reach beyond physical stores to meet tourists along their travel routes.
Hyundai Department Store said it expects the pop-ups to not only promote its proprietary IP content to foreign visitors but also contribute to revitalizing local economies and fostering coexistence with regional communities.
The company added that it limited the pop-up content to IPs that do not overlap with local businesses in order to create synergy with small merchants.
During the Gyeongju event, Hyundai Department Store also plans to hold a Teletubbies parade along the main street of Hwangnidan-gil and operate a stamp tour program across major tourist sites in the city.
It is also considering hosting a special online exhibition featuring local Gyeongju brands, as well as additional pop-ups at its branches, including The Hyundai Daegu.
A company official said Hyundai Department Store plans to continue its “retail on the move” strategy at various tourist destinations and regional festivals, including Incheon’s Open Port area, the Jinju Namgang Lantern Festival and the Gimcheon Gimbap Festival, while further advancing its foreign marketing efforts through differentiated approaches.
jwc@yna.co.kr
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