Seoul Now: The Collective is a two-week pop-up bringing eight emerging Korean brands to SoHo for the first time. Spanning fashion, beauty, skincare, hair care, jewelry, and food and beverage, the collective presents a curated snapshot of what's current in Seoul — translated into a unified lifestyle experience in the heart of New York.

The space is designed around Korean minimalism, with a modern checkerboard installation at its center and individual spotlight sections for each brand. More editorial environment than retail store, it's built to be experienced as much as shopped.

Brands: Glow Evening Club · LIAÔND · YJACK · INMI Seoul · Rated Green · ELROEL · Ille Lan · Mubeans Coffee

Opening Event: Thursday May 21, 6–9 PM — an exclusive first look for press, industry guests, and invited creators.

Visit: 21 Spring Street, SoHo, New York Open daily May 19 – June 1, 2026

Free entry

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