HK Express to open first Seoul pop-up, no passport required

A four-zone experiential pop-up recreating the full arc of a Hong Kong trip — from airport boarding to local back-alley wandering — is set to open in the heart of Seoul's Seongsu-dong. The airline aims to immerse visitors in local food and culture through all five senses, cementing its brand in the minds of future travelers.

HK Express announced Monday it will hold its first brand pop-up in South Korea, titled "Going to Hong Kong? HK Express," at Understand Avenue in Seongsu-dong, Seoul, from Thursday through Sunday.

HK Express is a low-cost carrier under the Cathay Group, currently operating routes connecting Hong Kong with Incheon, Daegu, Busan and Jeju. The event is themed around the journey from pre-departure at the airport to sightseeing in Hong Kong, designed to let visitors experience the local atmosphere and travel itinerary without leaving Seoul.

The venue is divided into four zones: Gate & Runway, Check-in Experience, Hong Kong Arrival and Hong Kong DIY. The entrance features airport gate structures and runway-patterned flooring to evoke the feel of boarding a plane.

In the Check-in Experience zone, visitors use a self-service kiosk to discover their travel personality. After following the airline's official social media accounts and subscribing to its newsletter, they receive a boarding pass, a cup of Hong Kong milk tea and vouchers for the hands-on programs.

The Hong Kong Arrival zone is decorated with neon signs and street signage to recreate a local streetscape. Visitors can sample milk tea while Hong Kong films play in the background, and the first 1,500 guests will receive Macao souvenirs and eSIM cards valid for Hong Kong and Macao.

The Hong Kong DIY zone lets visitors craft airplane-shaped keycap keyrings and decorate stamp postcards, alongside a rest area styled after a local night market.

The pop-up runs from 12:30 p.m. to 6 p.m. on Thursday, and from 11 a.m. to 6 p.m. Friday through Sunday.

Janet Mao, CEO of HK Express, said the campaign was designed "to showcase Hong Kong's vibrant appeal while introducing the unique character, values and travel experience that HK Express offers." Mao added that she hopes "more Korean consumers will come to understand what HK Express stands for and remember us as an airline they can trust and choose with confidence for their future travels."