Seoul E-Land Opens Its First Pop-Up Store in Seongsu-seo, a pop-up holy site
Sep 12, 2025
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E-Land has been strengthening fan-friendly experience marketing by establishing an official offline store 'Reul Shop' in Mokdong Stadium this year. Since the opening, Reul Shop has successfully established itself with more than double its sales in each home game compared to the previous one.
Following the momentum, Seoul E-Land planned the club's first pop-up store to communicate more closely with fans and provide new entertainment through soccer.
The pop-up store will be held at Musinsa Space Seongsu 3, located in Seongdong-gu, Seoul, for three days from the 19th to the 21st. Operating hours are from 10 a.m. to 8 p.m.
As it will be held in Seongsu-dong, which is considered a hot place for the MZ generation, attention from various age groups, including the younger generation, is expected.
In this pop-up store, four limited-edition clothes in collaboration with fashion platform Musinsa are unveiled for the first time, drawing attention. In addition, 45 kinds of club goods will be sold together, including Seoul E-Land uniforms and New Balance clothes, dolls, key rings, beach towels, thermal bags, tumblers, badges and umbrellas.
There are also plenty of benefits for purchasing customers. If you purchase more than 100,000 won, you will be given a Kensington Hotel & Resort accommodation ticket, a team's autographed uniform, Ashley Cash (50,000 won coupon), an E-Land gift certificate (50,000 won coupon), a autographed ball, and a Seoul E-Land home game ticket through a lottery.
In addition, 600 first-come, first-served customers can receive one of the six limited edition photo posters collaborated by Seoul E-Land and Musinsa, and all customers who purchase the team's uniforms will be given free marking coupons.
The store goes beyond simple product sales and is decorated as a fan experience complex cultural space. Inside, eight kinds of Musinsa collaboration pictorials, a 'My Own Photo Card' kiosk that can be produced using personal photos, a mini-table football experience zone, and a photo zone recreating the team's bench will be installed to provide fans with a variety of things to enjoy. On the afternoon of the 21st, the last day, a fan signing event for players is also scheduled.
An E-Land official said "We have prepared this pop-up store to provide new experiences to fans and expand their communication." In the future, we will continue the activities of 「Fan Friendly」 so that fans can enjoy the club in various ways."
Meanwhile, the Musinsa collaborative clothing pictorial worn by the players will be released next week, and the pop-up store and related details will be available later on E-Land's official SNS channel.
This article was translated by Naver AI translator.
