Guides · Places & shopping
Seongsu K-pop Half-Day Route: KWANGYA@SEOUL, Pop-ups, Seoul Forest (2026)
Quick answer
- Start at KWANGYA@SEOUL, SM's official store, when it opens at 10:30. Then walk Seoul Forest and finish at the pop-ups on Yeonmujang-gil.
- Why so many pop-ups? A temporary store lets a brand test a concept without a long lease.
- Pop-ups change constantly. Many need advance booking, so check the official notice before you go.
Half-day route
Allow about 4–5 hours. The times are our suggestion.
| Step | Where | What to do | Allow |
|---|---|---|---|
| 1 | KWANGYA@SEOUL | Albums and official SM merch | 60 min |
| 2 | Seoul Forest | Walk and rest | 45 min |
| 3 | Yeonmujang-gil | One or two pop-ups you booked | 90 min |
| 4 | Olive Young N Seongsu | K-beauty and the K-pop zone | 30 min |
| 5 | Seongsu Stn (Line 2) | Head home before the evening rush | — |
Take the Suin-Bundang Line to Seoul Forest Stn for step 1. From Seoul Forest to Yeonmujang-gil, walk or ride Line 2 one stop from Ttukseom to Seongsu.
KWANGYA@SEOUL
| Item | Details |
|---|---|
| Address | B1, Acro Seoul Forest, 83-21 Wangsimni-ro, Seongdong-gu |
| Station | Seoul Forest Stn (Suin-Bundang Line), Exit 5, about 73 m (Visit Seoul) |
| Hours | 10:30–20:00. Closed on Seollal and Chuseok days. Other closures are posted on Instagram @kwangya_seoul |
| Entry | Free |
SM affiliate SM Brand Marketing opened this flagship in November 2022. It sells albums and official merch for SM artists, with exhibition and experience zones.
- The public space is the B1 store.
- During comebacks and events it gets busy and may switch to reservations. Check Instagram first.
- Don't wait outside the building for artists.
Why Seongsu has so many pop-ups
- Low risk: a temporary store lets a brand test a concept without a long lease (Culture Ministry, 2023).
How to find and book a pop-up
- Follow the artist's official channels. Weverse and X notices give dates, address and booking links.
- Book the moment it opens. The booking service and opening time vary by pop-up, so check the notice.
- Read the entry rules. Check the notice for bookings, walk-ins and time limits.
Check before you fly whether the booking page accepts foreign phone numbers, and look for on-site queue information in the notice.
Safety on Yeonmujang-gil
- Watch for cars. Yeonmujang-gil is about 10 m wide, and in places there's no separate sidewalk. Cars pass close to people in line.
Seoul Forest and getting around
| Place | Station | Notes |
|---|---|---|
| Seoul Forest | Seoul Forest Stn (Suin-Bundang Line) or Ttukseom Stn (Line 2) | Open 24 hours and free. Some facilities have their own hours and may charge |
| Yeonmujang-gil | Seongsu Stn (Line 2) | Use the exit shown on your map app |
| Olive Young N Seongsu | Near Seongsu Stn (Line 2). Check the exit on a map app | 13 Yeonmujang 7-gil. Has the "K-pop Now" zone |
- Line 2 links Seongsu directly with Hongik Univ. Stn and Samseong Stn, near Ktown4u COEX.
FAQ
Is KWANGYA@SEOUL free to enter?
Yes. Entry is free and it's open 10:30–20:00.
It closes on Seollal and Chuseok days. Check @kwangya_seoul for closures or reservation periods before you go.
Is SMTOWN COEX Artium still open?
No. SMTOWN COEX Artium (closed) shut in 2020. SM's official store is now KWANGYA@SEOUL in Seongsu.
Can I go inside the SM building?
The public space is the B1 store. Don't wait outside for artists.
Sources
- Visit Seoul (Seoul Tourism Organization): Kwangya@Seoul (updated 2026-05-05)
- SM Entertainment press release: KWANGYA@SEOUL opening (2022)
- Ministry of Culture, Sports and Tourism: Pop-up stores in Seongsu-dong (December 2023)
- Money Today: Danger on Yeonmujang-gil (January 2026)
- CJ Newsroom: Olive Young N Seongsu trend report (November 2025)
- CJ Newsroom: Olive Young N Seongsu opens (November 2024)
- Visit Seoul: Seoul Forest
Last checked: 2026-10-31