14 Jeju Local Brands Head to Seoul’s Seongsu-dong for a Test of Their Market Potential in the Capital Region

【Financial News, Jeju = Jung Yong-bok】 Fourteen local brands originating in Jeju will directly test their product competitiveness with consumers in the capital region at a pop-up store in Seoul’s Seongsu-dong.
According to Jeju Special Self-Governing Province and the Jeju Center for Creative Economy and Innovation on the 2nd, the two organizations will operate the “Jeju Local Brands × Seoul Seongsu-dong Pop-up Store” at KT&G’s Sangsang Planet in Seongdong-gu, Seoul, on the 5th and 6th.
The event’s theme is “Made on Jeju, Made of Jeju.” It will introduce regional businesses to consumers in the capital region whose products are made in Jeju or incorporate Jeju’s nature, culture and way of life.
The 14 participating companies were selected through document screening from among 80 applicants. The competition ratio was approximately 5.7 to 1.
The selected brands are The Lotus, Localow, Little, Mr. Milk, Yang Chip-i, Oso True, Words What, Yuwol, Eat the Company, Jeju Oreum Jeotgal, Jeju Indie, Kakao Family, Blue Factory and For Scent.
The product categories range from Jeju food products to cosmetics, fragrances and household goods. Food and beverage, beauty and lifestyle products using Jeju-grown ingredients and local stories will be sold in one location.
Jeju chose Seongsu-dong as the testing ground because it is a commercial district where consumer responses can be gauged quickly. The area is packed with pop-up stores and showrooms operated by domestic and international brands, and it attracts many consumers who are highly receptive to new products and brands.
Even if a product has established recognition locally, it may not receive the same response in the capital-region market. Through the event, Jeju Special Self-Governing Province and the center plan to assess product-by-product sales performance, consumer preferences and brand communication, then use the findings to improve products and develop marketing strategies.
The founders of the participating companies will be present at the sales site. Alongside selling their products, they will explain the stories behind their brands and their connections to Jeju, while also gathering feedback from visitors.
For Jeju-based local businesses, the lack of direct contact with consumers in the capital region is considered one of the barriers to growth. The pop-up’s practical goal is to gauge consumer reactions on-site—something difficult to determine through online sales alone—and identify opportunities for follow-up store placements, distribution and collaboration.
The event will run from 11 a.m. to 7 p.m. on the 5th and from 11 a.m. to 6 p.m. on the 6th. It will be held at KT&G Sangsang Planet, 38 Ttukseom-ro 13-gil, Seongdong-gu, Seoul.
Visitor participation events will also be held. At the top of every hour, air-ball drawings will offer prizes including shopping coupons worth up to 10,000 won and reusable bags.
Kang Ae-sook, director of the Economic Vitality Bureau of Jeju Special Self-Governing Province, said, “Seongsu-dong is a commercial district where consumer responses can be checked quickly and vividly. We will use this as an opportunity to assess the growth potential of Jeju’s local brands and expand new distribution channels.”


[email protected] Jung Yong-bok Reporter