Seongsu-dong's pop-up frenzy and the rise of 'feel-conomy' keyrings

Seoul's Seongsu-dong district has become a hotspot for viral pop-up stores and select shops, driven by a 'feel-conomy' where Gen Z consumers prioritize emotional purchases. On May 1, the Pokémon Mega Festa celebrating the game's 30th anniversary drew an estimated 40,000 fans, leading to its cancellation and police intervention. The area hosts extravagant pop-ups from brands like Gentle Monster, Musina, and Kodak. Designer Lee Chaerin of Killiman (founded 2023) notes that consumers seek distinctive identity over cheap alternatives like Temu and Shein. Kiosk Kiosk, a select shop run by Min Jina, relocated to Seongsu six years ago and thrives on curated design goods and workshops. New Medium, a furniture importer turned lifestyle store run by Marley Kim, closed its Seoul location after operating from 2020 to 2024 and moved operations to Daegu. The store carried limited-edition items like Can Can Press lamps alongside Artemide desk lamps. The trend of adorning bags with multiple plush keyrings, each costing up to £20, reflects a broader 'feel-conomy' amid youth unemployment and rising real estate prices. The 29cm home goods store exemplifies the blend of online and in-person curation. The author, James Chae, is a Korean-American designer and It's Nice That's Seoul correspondent.