# Seoul stationery pop-up + Euljiro indie shop crawl in one day

Canonical: https://ktrenz.com/k-culture/popup-events/seoul-stationery-pop-up-euljiro-indie-shop-crawl-in-one-day-337

## Article
If you're planning a Seoul trip and have a soft spot for stationery, indie bookstores, and illustration art, this is the itinerary to bookmark. The blogger hit a stationery pop-up at Myeongdong's NYUNYU, then threaded through an Euljiro stationery shop route, and capped the day at Seoulilpae (서일페) v21, a massive indie illustration art fair at COEX. Here's how to cluster it into one tight day.

**The Main Event: NYUNYU Myeongdong Stationery Pop-Up**

NYUNYU's Myeongdong location (명동4길 22, 1-4F) hosted a stationery pop-up called "Inedible Stationery Planning Exhibition" (먹지 못하는 문구 기획전). The blogger describes walking in and immediately wanting to buy everything — the selection was that dense and thoughtfully curated. No specific free goods or exclusive merch is mentioned, but the space itself is the draw: a gift shop concept with layered stationery browsing. The blogger ended up spending significantly and notes that a Hello Kitty café is built into the space, so you can fuel up mid-shopping if needed. No booking requirement is stated; it appears to be walk-in.

**The Euljiro Stationery Route**

After Myeongdong, the blogger mapped a five-stop Euljiro stationery and indie shop crawl. This is the kind of off-the-tourist-trail thread that makes a Seoul day feel earned:

1. **Normal A** (마른내로 12, 4층) — An independent bookstore with stationery curated alongside books. The blogger notes it was closing soon on the day of visit, so check hours before you go, but it's described as a space worth lingering in.

2. **Light Your Life Sarangbang** (라잇요라이프 사랑방) — Now closed, so skip this one.

3. **Page Mail** (을지로 108, 2층) — A poster select shop. Not strictly stationery, but the blogger recommends pairing it with the stationery stops because the curated art prints complement the vibe.

4. **Documento** (을지로16길 5-10, 1층) — A compact space packed with small stationery finds. Cozy, low-key, worth a quick stop.

5. **Hanzu Diary** (충무로4길 2, 1층) — The anchor of the route. The blogger warns it gets crowded but explains why: the custom diary concept and affordable pricing make it a must-hit. Expect a queue, especially on weekends.

**Seoulilpae v21 at COEX**

To close the day, the blogger headed to COEX (영동대로 513) for Seoulilpae v21, a massive indie illustration and stationery art fair. This is not a pop-up store in the traditional sense — it's a multi-vendor art market with dozens of booths. The blogger found it overwhelming in the best way: original art, artist collaborations, limited-edition art books, and illustration goods you won't find online. One booth by an artist named Park So-Park (박소박) was a particular highlight. The blogger regrets not buying the art book on-site because it's no longer available online — a reminder that Seoulilpae exclusives move fast.

COEX was packed even on a weekday afternoon, so go early if you want to browse without fighting crowds. Entry appears to be walk-in (no booking mentioned), but confirm the event dates before you travel.

**Practical Notes**

The blogger visited in summer and notes the heat and crowds, so plan accordingly. Myeongdong is central and easy to reach; Euljiro is a short subway ride away; COEX is in Gangnam. You can do all three in a single long day if you're efficient, or split across two days if you want to linger at each stop. Bring a bag — you will buy things.