Seoul brand lounge at International Garden Expo runs through Oct. 27

The Seoul Metropolitan Government said Saturday it is operating "The Seoul My Soul Lounge," a Seoul brand experience space, at the central lawn of Seoul Forest — the venue for the Seoul International Garden Expo — through Oct. 27.

The lounge expands the existing Seoul My Soul promotional pavilion into a multi-brand experience space, giving domestic and international tourists visiting the expo a chance to engage with the Seoul brand.

Visitors can browse Seoul brand products developed through public-private partnerships — including "Seoul Bread," "Seoul Healthy Convenience Food" and "Seoul Snack Rice Chips" — all in one place. The city described the space as a lifestyle hub where guests can experience a range of goods under one roof.

The lounge operates across four zones: a "Seoul Goods Garden" reflecting the expo's concept; a "Seoul Gourmet Zone" where visitors can sample Seoul brand collaborative food products; a "Seoul Brand Zone" showcasing public-private partnership brands; and a "Seoul Goods Zone" selling Seoul My Soul and Haechi & Soul Friends merchandise. Hours are 10:30 a.m. to 9 p.m.

During the event, customers who spend above a set amount will be eligible for a gacha (prize-draw) event, and interactive programs — including photo opportunities with a Haechi mascot costume character — will also be available.

"We will operate this as a brand platform where domestic and international tourists visiting the Seoul International Garden Expo can naturally experience and remember the charm of Seoul," said Kim Hyeong-rae, the city's public relations planning officer.