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.
Wondering about Second Morning 9th Anniversary Birthday Party? A Korean local will look into it for you — how to get there, what to order, whether it's worth it. Free on WhatsApp.
Ask a localKT&G Sangsangmadang itself is worth the visit — the building houses galleries, a cinema, a live music hall, and a design shop across multiple floors, making it easy to spend a full morning or afternoon in this creative complex. Located a 10-minute walk from Hongik University Station Exit 9, or a shorter walk from Sangsu Station Exit 1 on Line 6.
Line 2 Hongik University Station Exit 9, 10-minute walk. Also Line 6 Sangsu Station Exit 1.
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