SEOUL NOW wraps New York pop-up, plans bigger return in 2026

SEOUL NOW: THE COLLECTIVE ended a two-week pop-up in SoHo that aimed to connect emerging Korean fashion, beauty and lifestyle brands with U.S. consumers and buyers. Organizers said the event showed strong North American interest in premium Korean casualwear and will return to New York in September 2026 with a larger footprint. Why it matters: - The New York pop-up tested demand for Korean consumer brands in one of the most competitive U.S. retail markets. - Organizers said the event helped participating brands gather market feedback, build local awareness and open conversations with buyers and retail partners. - The strongest response came from premium Korean casualwear, especially outerwear, hoodies and contemporary streetwear. What happened: - SEOUL NOW: THE COLLECTIVE ran from May 19 through June 1 in SoHo, New York. - Global Link Ventures developed the event as a cultural retail platform for emerging Korean fashion, beauty and lifestyle brands. - The pop-up brought Korean businesses into direct contact with U.S. consumers, creators and industry professionals. - Visitors saw exclusive product collections, live creative installations, specialty beverage experiences and the interactive Seoul Passport visitor program. The details: - Participating fashion and accessory brands included ILLE LAN, GLOW EVENING CLUB, LIAOND and YJACK. - ILLE LAN showed modern jewelry. - GLOW EVENING CLUB presented a contemporary fashion label. - LIAOND focused on minimalist designs. - YJACK highlighted premium essentials made from high-quality cotton. - Beauty and skincare brands included Rated Green, INMI SEOUL and ELROEL. - Rated Green introduced clean haircare. - INMI SEOUL presented skincare based on traditional ingredients. - ELROEL showed products that combine makeup and skincare. - MUBEANS COFFEE represented the lifestyle category with a specialty coffee experience. - Participating K-beauty brands used product demonstrations to collect feedback on local consumer preferences. Between the lines: - The pop-up functioned as more than a sales event. - It also worked as a networking venue for Korean brands and North American buyers, media professionals and potential retail partners. - The mix of fashion, beauty and lifestyle brands suggests organizers are positioning Korean products as a broader cultural export, not just a retail trend. - Executive Director Sooan Choi said SEOUL NOW was created to help Korean brands connect directly with international consumers and build strategic relationships in the U.S. market. What’s next: - SEOUL NOW will return to New York in September 2026. - Organizers plan a larger venue, a stronger brand lineup and more developed consumer experience programs. - Applications are open for cultural, lifestyle, beauty and fashion brands that want to enter or expand in the U.S. market. - The next edition will build on feedback and connections from the May event. The bottom line: - SEOUL NOW turned a SoHo pop-up into a market test, networking hub and brand-launch pad for Korean companies looking to scale in the U.S.