tripleS Nakyung and Sumin Are Fronting This 11-Brand K-Beauty Pop-Up at The Hyundai Seoul

tripleS members Nakyung and Sumin are joining KESTA's YouTube series 'Uijeokdan' (Season 3) as cast members — and the whole thing is tied to a physical K-beauty pop-up running August 11 through 23 at The Hyundai Seoul in Yeouido. The format is smarter than a standard idol endorsement: KESTA films the two introducing each brand and product for YouTube and short-form video first, then funnels viewers directly into the offline store to try and buy. It's the content-to-commerce pipeline that smaller K-beauty brands have been leaning into hard lately, and having two tripleS members as the face of it gives the whole thing real pull.

The pop-up is on the 3rd floor of The Hyundai Seoul in the Popup A Zone. Eleven brands are participating — Tokibo, Previtz, D.Weather, The Reason, Dr. Santé, EL Beauty, Moette, Lala Recipe, The Other Mood, Lip Hip, and Musemark. Each brand is showing up with its hero products, so this is genuinely a discovery floor for labels you probably haven't seen at Olive Young yet. Some of these are early-stage or indie-scale brands using the pop-up to test consumer response in real time, which means you might be among the first to try something before it blows up.

The Nakyung and Sumin content isn't just promo filler — the 'Uijeokdan' (roughly: 'righteous thieves' crew) format is a recurring YouTube series, so Season 3 has an existing audience that will be watching the brand introductions as actual content, not ads. That crossover between fandom traffic and beauty discovery is exactly why this model works for smaller brands that can't afford traditional advertising.

Beyond the domestic pop-up, KESTA is using this event as a global launchpad — connecting participating brands with overseas buyers and supporting entry into international distribution. So if you spot something at the pop-up that you love, it may actually be available outside Korea sooner than you'd expect.

Practically speaking: The Hyundai Seoul draws serious weekend crowds, and a tripleS-fronted pop-up will pull both beauty shoppers and fandom visitors. If you're planning to go, a weekday visit will give you more room to actually test products at the counters. The pop-up runs through August 23, so you have a two-week window — but the first weekend after the YouTube content drops will likely be the busiest.

The 11 brands in one place is the real draw here. Lala Recipe has a following among the glass-skin crowd, and The Other Mood and Lip Hip are names worth checking if you're into niche texture-forward formulas. Musemark and Moette are less widely distributed, making this one of the easier chances to try them in person before committing to an online order.

This is the kind of pop-up that rewards going in with no fixed shopping list — browse what Nakyung and Sumin highlighted in the YouTube content beforehand, then use the floor to actually feel the textures and see the shades. The brands are there specifically to gauge real consumer reaction, so the staff will actually want to talk through the products with you.