10 Hottest Pop-ups in Hongdae This Week (Mar 9-16)

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.

1. Frieren: Beyond Journey's End Exhibition

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.

2. NCT DREAM - SWEET Dreamiez Popup

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.

3. Chiikawa x Olive Young Hongdae Town

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.

4. PUMA x Musinsa Popup

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.

5. Digimon Adventure x Cafe Omake

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.

6. Toilet-Bound Hanako-kun x Animate Collab Cafe

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.

7. NIKKE Exhibition - BIG THREE IN THE ARK

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.

8. POP MART Valentine's Day Event

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.

9. Natsume Book of Friends × BOX Cafe

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.

10. POCAI Photocard Kiosk - Hongdae

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.

Practical Tips

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.