BTS Pop-up: ARIRANG at Shinsegae Main Store

Nestled inside The Heritage, a premium exhibition space on the upper floors of Shinsegae Department Store's historic main branch in Myeongdong, the BTS Pop-up: ARIRANG at Shinsegae transforms luxury retail into an immersive K-pop pilgrimage. Unlike the HYBE Yongsan location which emphasizes the studio and creative process, the Shinsegae edition leans into the album's cultural narrative with three beautifully designed themed sections. The first, 'Rooted in Music,' surrounds you with studio-inspired visuals — guitars, headphones, and cassette tapes arranged in artistic installations. The second section, 'Rooted in Korea,' presents a striking wall of black-and-white photography interwoven with traditional Korean cultural motifs, illustrating how the Arirang album bridges heritage and modernity. The highlight for many visitors is 'What Is Your Love Song,' an interactive experience where you pick your favorite track, choose a group photo, and add your name to receive a personalized digital message and souvenir from BTS — available as both photo and video downloads. The merchandise area mirrors the HYBE location with exclusive items from the National Museum Foundation of Korea and Mu:ds collaboration, plus Shinsegae-exclusive packaging on select items. Set within one of Seoul's most iconic department stores in the heart of the Myeongdong shopping district, this popup lets you combine your BTS experience with world-class shopping, street food, and city exploration — all within walking distance.