
From anime exhibitions to K-pop goods and K-beauty collabs, here are this week's hottest popup stores in Hongdae.
Hongdae is Seoul's creative heartbeat — and this week, it's overflowing with popup stores you won't want to miss. From blockbuster anime exhibitions and K-pop character goods to K-beauty experiences and streetwear drops, the area around Hongik University Station is a real-life treasure map for tourists.
We've handpicked the 10 most buzzworthy popups running from March 9 to 16, ranked by search trends and traveler interest. Whether you're an anime fan, K-pop devotee, or just love discovering what's trending in Seoul — this guide has you covered.
The global anime sensation with 32 million manga copies sold has taken over the 4th floor of AK Plaza Hongdae. Walk through chapters of the story, pose with life-sized displays, and even hold the hero party's weapons. Korea-exclusive merchandise makes this a collector's dream — book your tickets on Naver Ticket before visiting.
The hit anime Frieren: Beyond Journey's End has its own exhibition at AK Plaza Hongdae! Explore stunning displays that bring the story to life, collect exclusive entry gifts, and browse a wide range of merchandise. Running through late March for anime fans visiting Seoul.
188 Yanghwa-ro, Mapo-gu, Seoul
NCTzens, this one ends March 15 — don't wait! The SWEET Dreamiez popup at K-POP Square Hongdae features NCT DREAM's LINE FRIENDS characters transformed into dessert-themed treats. The advance reservation period has ended, so you can now join the daily on-site waiting queue with just your email address.
LINE FRIENDS and NCT DREAM present the 'SWEET Dreamiez' popup at K-POP Square Hongdae! Discover dessert-themed character goods featuring the adorable Dreamiez line. A sweet paradise for NCTzens and K-pop fans visiting Seoul's ultimate fan district.
141 Yanghwa-ro, Mapo-gu, Seoul
Two tourist magnets in one: the adorable Chiikawa characters meet Korea's #1 beauty store. Head to Hongdae Town for a cherry blossom picnic-themed popup where you can try Delight Project beauty products and play pinball games for prizes. Running all month long, but the photo spots alone are worth a detour.
Spring has arrived at Olive Young Hongdae Town with an adorable Chiikawa popup! Enjoy a cherry blossom picnic theme with the beloved Chiikawa characters, try Delight Project beauty products, and play pinball games for prizes. A delightful combo of K-beauty and kawaii culture.
57 Hongik-ro 6-gil, Mapo-gu, Seoul
PUMA and Musinsa just dropped their first-ever capsule collection — 14 apparel pieces and four Slipcat sneaker styles — at Musinsa Kicks Hongdae through March 17. Red Velvet's Seulgi is the campaign face, and on-site purchasers score free PUMA knee socks while supplies last.
PUMA and Musinsa have dropped their first-ever capsule collection, and you can see it all at Musinsa Kicks Hongdae. Explore street-inspired collab pieces in this stylish offline space -- ideal for sneakerheads and streetwear fans hitting up Hongdae.
29 Hongik-ro, Mapo-gu, Seoul
Relive the Digital World at Korea's official Digimon Adventure collab cafe in Hyundai U-PLEX Sinchon. Sip character-themed drinks, collect exclusive merch, and join stamp rallies through March 25. Reservations are available via Naver Booking — a nostalgic must-visit for '90s and '00s kids.
Join the DigiDestined on a nostalgia-packed adventure at Cafe Omake in Sinchon! This Digimon Adventure collab cafe recreates the Digital World through themed menus and exclusive MD goods. A heartwarming experience for fans who grew up with these digital monsters.
83 Sinchon-ro, Seodaemun-gu, Seoul
Season 2 of the supernatural anime hit gets the full cafe treatment at AK Plaza Hongdae's Animate Cafe floor. Character-themed drinks, special desserts, and limited-edition merchandise await. With the anime's global popularity surging, grab your goods before the best items sell out.
The beloved supernatural anime Toilet-Bound Hanako-kun is now a collab cafe at AK Plaza Hongdae! Sip character-themed drinks, indulge in special desserts, and grab limited-edition merchandise. An unmissable experience for anime fans in Seoul.
188 Yanghwa-ro, Mapo-gu, Seoul
Fans of the global hit mobile game Goddess of Victory: NIKKE can immerse themselves in the world of the Ark at this large-scale exhibition on AK Plaza's 3rd floor. Interactive conversations with Nikkes exclusive to this exhibition and stunning displays make it worth the ticket. Book via Melon Ticket.
Celebrate the 2nd anniversary of the global hit mobile game Goddess of Victory: NIKKE with this large-scale exhibition at AK Plaza Hongdae. Immerse yourself in the world of NIKKE through stunning displays and exclusive event goods. Reservation recommended.
188 Yanghwa-ro, Mapo-gu, Seoul
The world's biggest blind box brand turned the 3rd floor of its Hongdae flagship into a love-themed experience zone featuring the Twinkle Twinkle collection. Make your own mini paper bouquet or try the viral 2.14-second stop challenge to win a mystery box. The three-story store itself is packed with photo spots and Seoul-exclusive releases.
POP MART's Hongdae flagship store is celebrating Valentine's season with the adorable Twinkle Twinkle collection on the 3rd floor! Make your own mini paper bouquet and take the thrilling 2.14-second stop challenge. A sweet and playful way to spend a day in Hongdae.
56 Wausan-ro 23-gil, Mapo-gu, Seoul
Nyanko-sensei fans, this limited-time collab cafe on AK Plaza Hongdae's 3rd floor serves themed drinks and desserts inspired by the anime's gentle, supernatural world. Collect exclusive coasters and browse heartwarming merchandise. A quieter, cozier alternative to the bigger exhibitions nearby.
A limited-time collaboration cafe celebrating the beloved anime Natsume Book of Friends, located on the 3rd floor of AK Plaza Hongdae. Enjoy themed drinks and desserts inspired by Nyanko-sensei and other characters, with exclusive merchandise and collectible coasters available for purchase.
서울특별시 마포구 양화로 188 AK플라자 홍대 3층
No K-pop trip is complete without pulling photocards. POCAI at K-POP Square Hongdae lets you browse over 1 million official idol photocards through multilingual kiosks (English, Japanese, Chinese, Spanish). Order before 4 PM and pick up at 7 PM the same day — the ultimate K-pop souvenir stop.
K-pop fans, this one's for you! POCAI at K-POP Square Hongdae lets you pull official K-pop idol photocards and rare bonus cards from random gacha machines. Browse LINE FRIENDS goods and then try your luck at scoring your bias's photocard -- all 100% official.
141 Yanghwa-ro, Mapo-gu, Seoul
Getting There: All locations are within walking distance of Hongik University Station (Line 2, Airport Railroad, Gyeongui-Jungang Line). For the Digimon cafe, take the short walk to Sinchon Station (Line 2, one stop east).
Best Route: Start at AK Plaza (Frieren, NIKKE, Hanako-kun, Natsume — all in one building) → K-POP Square (NCT DREAM, POCAI) → Olive Young Hongdae Town → Musinsa Kicks & POP MART → finish at Sinchon for Digimon.
Timing: Weekday mornings are best for avoiding crowds at AK Plaza exhibitions. NCT DREAM ends March 15, so prioritize that mid-week.
Budget: Exhibition tickets (Frieren, NIKKE) run ₩15,000–20,000. Anime cafe minimum orders are ₩8,000–15,000. Character goods and photocard pulls start from ₩3,000.