Seoul Now: The Collective
About this event
Seoul Now: The Collective — Free Pop-Up, SoHo
A curated collective of eight emerging Korean brands has taken over 21 Spring Street in SoHo and it's completely free to explore. Seoul Now: The Collective brings together fashion, beauty, skincare, hair care, and jewelry from Seoul's most compelling independent labels — all under one roof, designed as a cultural lifestyle experience rather than a typical retail store.
Open daily through June 1 — stop in and discover brands you haven't seen anywhere else in New York.
Free on-site:
Free matcha sampling, coffee sampling, and vegan cookies from Mubeans Coffee
Free product sampling from Korean skincare and beauty brands
Seoul Passport Event — collect stamps across 4 brand zones and unlock free gifts
Mirror photo zone
Curated gift bags while supplies last
The brands: Glow Evening Club · LIAÔND · YJACK · INMI Seoul · Rated Green · ELROEL · Ille Lan · Mubeans Coffee
21 Spring Street, SoHo, New York
Open daily through Monday June 1, 2026
11AM – 8PM
Free entry — no ticket required
