Levi’s Seongsu pop-up becomes hot spot for Korean MZers

[Courtesy of Levi’s]

Global denim brand Levi’s has quickly turned its pop-up store in Seoul’s trendy Seongsu-dong neighborhood into a must-visit destination for South Korea’s millennials and Gen Z. Levi’s opened the pop-up in August 2024, and it has already become a hot spot for 20- and 30-something consumers.

According to industry sources on Sunday, more than 25,000 visitors have flocked to the Levi Seongsu pop-up store since its opening on August 23rd, averaging around 1,500 to 1,600 visitors per day. This is Levi’s first stand-alone pop-up in Korea, and it will remain open until September 16th.

The three-story store offers exclusive items, including customized pieces worn by celebrities and products normally only available in Japan, which has contributed to its growing popularity. Visitors are also drawn to the interactive brand experience space, where a 180-degree rotating camera captures Insta-worthy shots that are widely shared on social media.

One of the most sought-after items is a complimentary denim card wallet, which has become a collectible among the MZ generation and has appeared on second-hand marketplaces for around 30,000 won. According to data from analytics platform Sometrend, Levi’s ranked sixth in the “buzz brands” survey during the last week of August 2024, making it the only fashion brand to break into the top 10 thanks largely to the keyword “pop-up.”

Levi’s pop-up also attracted attention during its pre-opening event on August 22, attended by high-profile figures including Red Velvet’s Seulgi, TWICE’s Chaeyoung, Treasure members Junkyu, Jaehyuk, and Jihoon, as well as actor Go Kyung-pyo and model/TV personality Joo Woo-jae.