Hyundai Department Store launches 'Popup Festa' with 130-plus stores through Sept. 20

Hyundai Department Store said Thursday it will select and operate more than 130 pop-up stores spanning categories such as fashion and beauty as part of a new pop-up event.

The department store will run "The Hyundai Popup Festa" from Friday to Sept. 20 at Hyundai Department Store and Hyundai Outlet stores nationwide, centered on eight themes including fashion, beauty and lifestyle.

At the Apgujeong flagship store, an event called "What We Wear," themed around K-fashion designers, will run from Friday to Sept. 17. Working with the Korea Fashion Association, the store will showcase products from brands drawing attention in overseas markets, including LIE, I Beg Your Pardon and Den Shoes.

The young fashion category will feature unconventional brands unique to each store. At The Hyundai Seoul, a collaborative pop-up will run from Thursday to Wednesday. It brings together Virginia-based streetwear brand Bandi the Pink, global artist collective Stereotypes and Painters, a brand known for infusing fashion with artistic sensibility.

The Pangyo store will host a pop-up from Desalt Sauna, tailored to the wellness lifestyle trend, while the Jungdong store will feature Bark, a recovery footwear brand focused on foot health. At the outlets, additional pop-ups include a K-Heritage Goods Collection at the Gimpo store and RYU&MOON, tied to baseball team Hanwha Eagles, at the Daejeon store.