The 'Seoul to Soho' pop-up will host an industry preview on August 14–15, followed by a public opening from August 16 through September 6.
The event acts as a multi-functional experiential venue bringing together Korean skincare brands, biotech companies, creators, media, and retail professionals to offer brand activations, product customization, workshops, and wellness programs.
This pop-up stands out for expanding K-beauty beyond simple product promotion into a platform for culture, education, and community, marking an opportunity to elevate K-beauty's approach in the US market.