A Sensory Feast: Exploring SSG.com's 'MISEUM FESTA' Pop-Up in Seongsu
Hello!
I'm Hwangjeje ☺️, dedicated to pursuing a healthy lifestyle.
Seongsu, a trendy hotspot, is always vibrant and bustling with brand 'pop-up events' that cater to the five senses of the MZ generation.
I occasionally visit Seongsu on pleasant days to experience brands, marketing trends, and the sensibilities of the younger generation!
Today, I'd like to share my review of visiting the ‘SSG.com MISEUM FESTA’ with a VIP ticket.
The Seongsu SSG.com MISEUM was SSG.com's first large-scale offline festival, and its scale was exceptional.
As the name ‘MISEUM (美지엄)’ suggests, it was an event with a concept that encompassed both ‘beauty (美)’ and ‘experience (Experience),’
with food, beauty, lifestyle, and performances divided by floor.
At the entrance, I received a huge SSG.com bag and pamphlet.
Only later did I realize why such a big bag was needed and why this pop-up was so generous, haha.
The SSG.com MISEUM pop-up in Seongsu had completely different concepts for each floor, from the 1st to the 4th.
Each floor harmonized interior design, lighting, brands, and experiences,
giving the feeling of visiting a gallery, just as the name 'MISEUM' suggests.
The places where I spent the most time were definitely the 1st floor's ‘Gourmet Street’ and
the 3rd floor's ‘Sweet Zone & BEAUTY of SSG’;
the food booths were really well-organized.
✔️ 1st Floor – Gourmet Street & Delight Zone 🍳
Full of cooking shows and tastings by chefs, and booths from popular food brands!
At Gourmet Street, cooking demonstrations and tastings were held through Chef's Collection.
Chef Kim Do-yoon's mung bean dumplings were so delicious!
In the Delight Zone, along with a lively atmosphere,
a large number of ‘trusted brands’ participated, including Nongshim, Pulmuone, CJ CheilJedang, and Camel Coffee.
🍜 Nongshim Booth
The Nongshim booth was definitely the most popular!
The booth definitely caught my eye with the intense red color of Shin Ramyun and the trendy Kedeheon posters.
Along with a taste test of Tteokbokki ramen, it was decorated with a fun game zone in the concept of the trendy Kedeheon.
If you clear three games in a row, you get Shin Ramyun as a prize, haha.
I love Shin Ramyun so much, and I got two of them~
🌱 Pulmuone Booth
The Pulmuone Earth Diet booth, which I often used when dieting,
also provides generous tastings.
I was able to taste the products to my satisfaction, including rice balls, dumplings, and Earth buckwheat noodles.
In addition, many brands held various events that satisfied the five senses and provided fun, such as games, lucky roulette events, and tastings,
so I enjoyed myself without even noticing the time passing!
✔️ 2nd Floor – Emart Mall Fresh Lounge 🥬
A space focused on fresh produce, with a photo zone displaying fruits and vegetables that was refreshing.
It was a space that reminded me of SSG.com's fresh delivery.
You could also take a break.
You could also receive the actual fruit of the corresponding color through the ‘ball 뽑기 event’!
I received an orange~
✔️ 3rd Floor – Sweet Zone & BEAUTY OF SSG 💄
A floor composed of dessert brands such as Starbucks, Haagen-Dazs, Benson, Seolseong Ranch, and
premium beauty brands such as Estee Lauder, Guerlain, Sisley, and Molton Brown!
It was a luxurious space from the smell to the atmosphere.
☕ Starbucks Booth
Starbucks is still one of the booths with the most people!
They are offering a choice of 1 out of 3 drinks and 1 out of 2 desserts.
As expected, Starbucks' scale is undisputed.
Also, the heat was intense with Christmas limited edition goods and a roulette event.
I won a free drink ticket~
The Starbucks booth, which gives generously, is a must-visit!
🍦 Haagen-Dazs & Benson Ice Cream
The highlight of the Sweet Zone is this dessert duo!
Haagen-Dazs and Benson ice cream.
I think these two brands were the most popular after Starbucks on the 3rd floor.
At the Haagen-Dazs booth, new mini-cup tastings were in progress.
If you spin the roulette wheel, you can get a bar of ice cream or a free gift~
In particular, Benson offered tastings of 3 flavors,
and I think that tasting plate is a great idea!
The ice cream was chewy, and the pistachio was especially delicious.
In addition, various desserts and fruit booths are available.
I realized why the SSG.com pop-up was called 'Gastronomic MISEUM' ㅎㅎ
'Beauty of SSG,' which boasts an intense entrance, was a zone that required a separate reservation to enter.
When I went inside, premium beauty brands such as Estee Lauder, Guerlain, Sisley, Dolce & Gabbana Beauty, Amorepacific, and Byredo were holding various cosmetic samples and events.
In particular, Estee Lauder was the most popular booth because they were holding an event to give away 20ml of their famous 'Brown Bottle' as a gift through a roulette event!
They also give away generous samples of Brown Bottle, skincare, and foundation,
so I highly recommend that you visit!
In addition, various brands explained perfumes and products.
Personally, I was disappointed with the Amorepacific booth that I had been looking forward to.
It was a little messy, I guess. The brand staff were so unenthusiastic.
They suddenly squeezed serum onto the back of my hand holding my phone,
or stuck a sample on my finger without saying a word... I didn't even have a chance to experience the brand,
and I felt a little bad that they were just trying to send people away in 1-2 seconds.
I wanted to get a Byredo sample, but when I visited around 6 pm,
they said that all the samples for the day were already sold out ㅠㅠ
I was so disappointed that I just smelled the perfumes as much as I wanted.
The beauty zone was more disappointing than I thought..
But I was able to soothe my heart by receiving a generous gift bag at the exit.
I hope they strengthen the beauty part at next year's Festa~
✔️ 4th Floor – Rooftop Busking & Wine Tasting Zone 🎵🍷
On the last 4th floor rooftop, there was an indie band performance listening to the autumn breeze, and even a wine tasting space!
It was a healing zone that perfectly captured the Seongsu vibe~
First, I received camping chairs and keyrings as a gift.
You can also enjoy indie band performances on the stage where the chairs are laid out~
Wine and highballs that go well with the performance and the nice weather!
It was a perfect healing zone!
After enjoying it enough, the thank-you gift you receive at the exit is
the last course of the SSG.com MISEUM FESTA~
The SSG.com Seongsu pop-up ‘SSG.com MISEUM FESTA’
was not just a simple exhibition, but a sensational experiential festival.
Different concepts for each floor, brand participation, and generous gifts
It was an offline festival where you 'enjoy yourself without realizing the time passing'~
✔️ An ‘all-in-one Festa’ with food, beauty, and performances
✔️ More tastings and events are available when visiting in the morning!
✔️ A perfect day course for Seongsu dates and outings
Event Information:
Address: S-Factory Building D, 11, Yeonmujang 15-gil, Seongdong-gu, Seoul
Hours: October 15 (Wed) - October 19 (Sun), 2025 / 1st Session 10:00-13:00, 2nd Session 13:00-16:00, 3rd Session 16:00-20:00
Tickets: Purchase tickets on the SSG.com official website.
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