A view of the “Mega Beauty Show Virtual Store” held in Seongsu-dong, Seoul (Image provided by Coupang)
SEOUL, May 15 (Korea Bizwire) — South Korea’s leading e-commerce platforms are increasingly venturing into the offline space, launching a wave of pop-up stores to elevate brand visibility and draw new customers back to their digital platforms amid rising competition and shifting consumer habits.
SSG.com, the e-commerce unit of retail giant Shinsegae Group, announced it will open its first-ever food-focused pop-up store this October in Seoul’s Seongsu-dong at the S-Factory, a popular venue for fashion and luxury brand showcases.
Running from October 15 to 19, the event will spotlight the platform’s premium food offerings and partner brands, aiming to boost customer engagement and expand its user base.
“By bringing the experience offline, we expect to reach new customers and enhance brand recognition,” an SSG.com official said.
SSG.com, the e-commerce unit of retail giant Shinsegae Group, announced it will open its first-ever food-focused pop-up store this October in Seoul’s Seongsu-dong. (Image courtesy of SSG.com)
Food remains a core category for SSG.com, which also serves as the online mall for Korea’s largest discount retailer, E-Mart. In recent months, the platform has expanded its offerings in restaurant-made and ready-to-eat meals (RMR and HMR), partnering with celebrity chefs to launch exclusive products, including Vietnamese dishes and vegan meals.
Other major e-commerce firms are also following suit. Coupang has hosted five pop-up events since August 2023, drawing nearly 4,000 visitors per event to venues like Seongsu’s Seine.
CJ OnStyle, known for its mobile and TV home shopping, held its first offline showcase last month at XYZ Seoul, while Kurly has expanded its in-person events from food festivals to beauty-themed pop-ups at Seoul’s Dongdaemun Design Plaza.
Industry experts say the offline pivot is a strategic move to enhance product familiarity and create shareable experiences that amplify brand exposure through social media.
“Offline pop-ups offer a valuable touchpoint for digital platforms to reinforce brand identity and connect with consumers in immersive, memorable ways,” one industry insider noted.
As inflation reshapes shopping behavior and digital competition intensifies, e-commerce companies are betting that physical presence — even if temporary — can be a powerful way to stay top of mind.
Ashley Song (ashley@koreabizwire.com)
