O-SEAN GOODS LETTER · ISSUE No.02
Up 13% in the off-season?
The merch secret behind this summer's sold-out Seongsu pop-ups
July 2026 · VOL.02
Sorry to ask, but are you preparing stickers or keyrings again for this summer's event merch?
The cheat code that actually opens wallets at Seongsu and Yongsan pop-ups right now is something else. Not a souvenir that gets tossed, but 'this summer's practicality formula' that sends brand affinity straight up, compressed into just one minute. If you want your planning a step ahead of everyone else, pay attention now.
📌 Today's key takeaways (3-second version)
- The summer pop-up off-season is history · Even January 2026, traditionally the slowest month, saw pop-up counts rise 13.75% year-on-year.
- 4 pop-ups trending now · We break down the 'merch watch points' of the hottest pop-ups in Seongsu, Gangnam, and Yeouido.
- This summer's merch keyword is 'practicality' · Items people reach for daily, like power banks and cooling products, decide brand satisfaction.
📂 In this issue
- 01Trend of the month · an honest review of the PEACEMINUSONE × Toy Story pop-up
- 02Pop-ups trending now · 4 hot spots in Seongsu, Gangnam, Yeouido + merch watch points
- 03Calendar · July pop-up and merch schedule at a glance
- 04Insight · the real reason Seongsu stays packed in the summer off-season
- 05O-SEAN news · our summer season merch lineup by budget
The PEACEMINUSONE × Toy Story Seongsu pop-up, mastered in 1 minute
PEACEMINUSONE × Toy Story 'THE FIRST FAN' pop-up in Seongsu · ⓒO-SEAN
We visited the hottest spot in Seongsu last week: the PEACEMINUSONE × Toy Story 'THE FIRST FAN' pop-up. It's a landmark collection where 'Toy Story,' Disney·Pixar's flagship IP, meets G-Dragon's brand 'PEACEMINUSONE.'
PEACEMINUSONE's signature daisy sits on top of a chic, monochrome mood, so Woody and Buzz are reborn with 'GD sensibility.' On site, a one-of-a-kind giant Woody figure and an 888-unit limited-edition figure drew every eye.
But the fiercest crowd wasn't in front of the figures. It was at the merch corner. The lineup of some 70 SKUs, Woody, Buzz, Jessie, and Rex topped with daisies, was more than enough to open collectors' wallets.
💡 Tip for managers · Staff hand out merch leaflets and pencils in the waiting line, so visitors mark what they'll buy before entering. That flow design stood out. And since merch was limited to one per person, most people ahead of me bought one of nearly every item!
From this you can read two core directions for this summer's merch. What sells right now is either fully 'collectible' or fully 'useful.' One of the two.
1. Collectible merch · "wearing a powerful IP"
When two mega IPs with committed fandoms meet, as at the PEACEMINUSONE pop-up, you get explosive, market-shaking synergy.
The data backs this up. Per Sweet Spot's pop-up report, as of February 2026, food-and-beverage pop-ups nearly halved year-on-year (44 → 26), while experience-driven content centered on merch with clear 'keep value,' like character IP, rushed to fill the gap. Consumers now go beyond one-off experiences and gladly pay for 'scarcity they can keep in their own space for a long time.'
2. Everyday-fit merch · "wearing the season and utility"
On the other side of the trend, 'something I can use in my daily life right now' has emerged as a powerful cheat code. It's a strategy that keeps the brand experience flowing naturally through everyday life.
- HoYoverse 'Honkai: Star Rail' · teamed up with global tech brand UGREEN to release high-performance power banks and charger boxes in character designs
- Mom's Touch × Muhan Company collab · aimed at the office worker's day, with desk merch like monitor stands and squeeze balls bundled with set purchases
- Cell Fusion C (Seongsu) · a practical 'cooling kit' giveaway that instantly lowers skin temperature
- Pethroom (The Hyundai) · a stylishly designed 'fan' giveaway to beat the heat wave
💡 The one thing for managers to remember: "After they receive it, how long does it stay in the consumer's daily life?"
Today's consumers are sharp. Even a freebie goes untouched if it isn't useful to their lifestyle. Collectible or practical, the brands winning right now don't settle for the 'split second' of handing merch over. They engineer exactly how it will seep into the consumer's daily life afterward.
We picked 4 pop-ups worth benchmarking or visiting this month. Each has a different character, so choose by your planning goal.
Dates/Venue · long run through Sun, Sep 27 | S-Factory Building D, 1F, Seongsu
Watch point · A long-running exhibition pop-up spanning three months. A great reference for how a mega IP with a clear target manages merch inventory and operates its space over a long exhibition.
Escape boring merch! See the lenticular card
Dates/Venue · through Sun, Sep 13 | T Factory Seongsu
Watch point · An archive-style exhibition featuring Faker's jerseys and championship trophies. Learn how a brand rallies its fandom through 'the exhibition itself,' its own history, rather than pushing product sales.
From staff tees to merch, ask about t-shirts
Dates/Venue · Thu, Jul 9 – Wed, Jul 22 | Shinsegae Gangnam Central 1F Open Stage
Watch point · A strictly reservation-based pop-up (pre-bookers first through 7/12, walk-in bookings after). Its polished crowd control stands out, hourly capacity limits via Naver Reservation and merch reserved for booked visitors.
Fail-proof, high-quality plush keyrings here
Dates/Venue · Thu, Jul 9 – Wed, Jul 22 (closed 7/13) | The Hyundai Seoul B2 Iconic
Watch point · Original world-building characters like Ankyungmandoo and Garumandoo turn out in full force. See how vivid character visuals capture the eyes of department-store basement foot traffic.
| Dates | Name | Venue | Merch points |
|---|---|---|---|
| 07.03 – 08.31 | Spider-Man: Brand New Day × Seoul Sky | Seoul Sky, Lotte World Tower, Jamsil | Limited props, keyrings, and stationery merch, Skybridge tour |
| 07.07 – 08.02 | Demon Slayer Infinity Castle pop-up | AK Plaza Hongdae 4F | Infinity Castle acrylic diorama, costume and Nichirin-sword keyrings, keycap sets |
| 07.15 – 07.26 | Tom and Jerry's Hanok Mayhem | Jamsil | Hair scrunchies, plush keyrings, norigae keyrings, bojagi pouches, and more |
| 07.17 – 08.30 | Detective Conan mystery game: The Halloween Wedding Mystery | Hongdae | Experiential mystery game (escape-room style), immersive world content |
"Pop-ups don't work in summer because it's too hot" is a claim the data refutes. Per POPGA's tally, 3,077 pop-up stores opened from January to November 2025, explosive growth of 79.63% year-on-year. Even January 2026, traditionally the off-season due to severe cold, hosted 273 pop-ups, up 13.75% from the same month a year earlier.
The secret is 'a change in infrastructure,' in other words, indoor space.
As of 2026, three districts, Yongsan-gu (16.12%), Yeongdeungpo-gu (15.38%), and Seongdong-gu (14.29%), account for 45.8% of all pop-ups. It's the result of large mixed-use malls like The Hyundai Seoul and Yongsan I'Park Mall actively hosting indoor pop-ups. I'Park Mall Yongsan opened its roughly 6,600㎡ 'Dopamine Station' and rotates new pop-ups every week. As weather-proof, permanent indoor pop-up spaces multiply, the very notion of a seasonal off-season has disappeared.
💡 Insights for B2B merch managers
1. Higher expectations · Visitors at summer events have already seen it all. "It's hot, so let's just hand out fans" won't get you noticed.
2. Rising sourcing difficulty · As merch shifts mainstream toward functional products (chargers, cooling gear, desk decor), unit costs and sourcing difficulty have climbed. Stamping out simple printed keyrings and procuring verified-quality electronics and practical goods within a set budget and schedule are entirely different problems.
O-SEAN is also flooded these days with summer event merch inquiries focused on practicality: fans, cooling towels, power banks.
Haven't settled on specific items yet? No worries. Just tell us the mood and direction you want, like "a desk product with our brand logo that office workers would actually use in summer," and O-SEAN's veteran MD team will scout and propose on-trend products directly.
One note: summer seasonal items see production lines close out fast, so if your event date is set, it's safest to start a little early.
Dragging out the decision only delays your schedule! Check this summer's merch lineup that fits your brand first, matched to your budget and timeline.
[ TOP 10 cool summer season items ]
| Rank | Image | Item | Best for |
|---|---|---|---|
| 1 |  | One-touch folding fan | Mass giveaway, outdoor events |
| 2 |  | Neck cooler | Wearable cooling, workshops and on-site staff |
| 3 |  | 100-speed air-jet handheld fan | Festival and booth visitor gifts |
| 4 |  | Beach towel | Summer campaigns, resort events |
| 5 |  | 3-stage automatic umbrella | Monsoon-ready, practical year-round |
| 6 |  | Clear sling bag | Summer festival and water park mood |
| 7 |  | Premium automatic long umbrella | Upscale umbrella for employees and VIPs |
| 8 |  | Logo towel | Embroidered logo, sports and company events |
| 9 |  | Round tube | Water events, season-limited campaigns |
| 10 |  | Air-clip cordless fan | Desk and clip-on premium gift |
Cool summer season item lineup · ⓒO-SEAN · see items at o-sean.io/category/season
Fail-proof summer event merch starts now
Share your budget and schedule, and we'll propose a lineup that fits your brand first.
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Every month we wrap up Seongsu and Gangnam pop-up field notes and seasonal merch insights in a newsletter.
※ Figures are per each outlet's or agency's reporting and may vary by industry and timing.
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