Second Morning 9th Anniversary Birthday Party

Korean lifestyle brand Second Morning — beloved by over 193,000 Instagram followers for its adorable Semo Town character universe featuring Lemony the lemon, Gogumi the sweet potato, and a cast of cheerful fruit and vegetable friends — celebrates its 9th birthday with an expansive free-entry popup on the ground floor of KT&G Sangsangmadang in Hongdae, one of Seoul's most iconic cultural landmarks.

Running from March 10 to April 19, this six-week celebration lets visitors preview exclusive spring season new products before their online release, browse the full range of Second Morning's signature stationery, phone cases, pouches, digital accessories, and home goods, all starring the brand's unmistakable character designs. The space is decorated in a festive birthday party theme with pastel tones and oversized character displays that make for perfect Instagram-worthy photos — the brand's own tip is to wear pastel-colored clothing for the best photo results.

Second Morning has built a devoted following since its founding in 2017 by turning everyday items like planners, stickers, laptop sleeves, and AirPods cases into collectible works of art through its consistently cute yet high-quality design aesthetic. Their products range from 3,000 to 30,000 KRW, making them ideal budget-friendly souvenirs that capture Seoul's design-forward culture. The popup also serves as a rare opportunity to see the complete product lineup in person, as the brand primarily operates online.