
La Roche-Posay, the renowned French dermatological beauty brand trusted by dermatologists worldwide, is bringing an exciting immersive popup experience to Seoul's trendiest neighborhood — Seongsu. The UV Stadium popup runs from May 15 to May 25, 2026, and is set up inside the MM Seongsu building at 3 Yeonmujang 17-gil, Seongdong-gu.
The popup takes the form of a dynamic stadium-themed interactive space entirely dedicated to the brand's iconic Anthelios suncare line — one of the most scientifically advanced UV protection ranges on the market. Visitors step into a world where sun protection meets sports energy, with multiple game mission stations throughout the venue. Each mission is designed to educate visitors about UV rays, skin health, and the science behind La Roche-Posay's cutting-edge sunscreen formulas in an engaging, hands-on way.
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Find travel buddiesEvery visitor who completes the game missions receives a complimentary La Roche-Posay experience kit — making this one of the most rewarding free popups in Seoul this May. Visitors who complete additional game challenges earn extra gifts on top of the standard kit. And for the lucky 50th visitor each day, there is a grand prize worth 500,000 KRW — a curated selection of La Roche-Posay products worth splashing out for.
Seongsu has become Seoul's undisputed pop-up capital, drawing visitors from across Asia and beyond for its concentration of brand experiences, cafes, and creative spaces. The MM Seongsu building, just a short walk from Seongdong Station, is one of the area's premier popup venues, having hosted a string of high-profile brand events. La Roche-Posay previously staged its celebrated 50th anniversary popup here, making this UV Stadium event a natural continuation of the brand's relationship with Seoul's most trend-forward district.
For foreign visitors, the UV Stadium popup is a fantastic no-cost addition to any Seongsu itinerary — combine it with the neighborhood's famous cafes, vintage shops, and other popups all within walking distance. The experience is entirely free to enter, with generous gifts available, making it an exceptional value for beauty lovers visiting Seoul.
6-minute walk from Seongdong Station (Seoul Subway Line 2) Exit 3. Address: 1F, 3 Yeonmujang 17-gil, Seongdong-gu, Seoul (MM Seongsu building). No on-site parking — use nearby public parking or take public transit.


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