Guides · Places & shopping

Seongsu K-pop Half-Day Route: KWANGYA@SEOUL, Pop-ups, Seoul Forest (2026)

Last checked: 2026-10-31

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.