Busan to Operate Pop-Up Stores in the Seoul Metropolitan Area Featuring Its Boogi Character

[Financial News] Busan Metropolitan City Government announced on the 20th that it will operate a Boogi Sauna pop-up store featuring its communication character Boogi at Hyundai Premium Outlet - Gimpo Branch and Hyundai Premium Outlets Songdo Branch.
The store will operate at the Gimpo branch through the 27th and at the Songdo branch from the 2nd through the 10th of next month. Although Boogi has met visitors through booths at various events and festivals, this marks the first time the character will have a solo pop-up store.
The pop-up store was created around the Boogi Sauna concept, inspired by Busan's recent popularity as a "bathing city." Boogi Sauna embodies the idea of relieving the fatigue of daily life and providing a refreshing experience. The concept was also presented at the 2026 Seoul Character & Licensing Fair held at the COEX Convention & Exhibition Center in Seoul last July.
The pop-up store will sell 70 products from 11 local small and medium-sized enterprises, including three types of merchandise created around the Boogi Sauna concept. Featured products include a Boogi × SONGWOL collaboration towel, a Tanning Boogi T-shirt, four types of rayon exfoliating washcloths from Imperial Towel, three types of Busan fish cake, seed hotteok and baseball plush keychains from Contents Core, and a seaweed snack from Sewha Seafood.
A Boogi photo time and various interactive events will also be available for visitors. Boogi photo time will take place from 11 a.m. to 3 p.m. on the 25th and 26th. Customers who spend at least 40,000 won will receive a limited-edition Boogi Sauna keychain. Visitors who upload a verification photo to social media can participate in the "Locker Lucky Draw" event.
[email protected] Baek Chang-hoon Reporter