Sweet Spot Releases '2025 First Half Pop-up Store Trend Report'

– 1,488 cases analyzed, doubling from the previous year… Short and strong operation, regional expansion, and form diversification are evident

Sweet Spot, a pop-up store specialist, announced on the 9th that it had released the '2025 First Half Pop-up Store Trend Report'.

This report is based on an analysis of 1,488 data registered on the company's pop-up information platform 'Popga' in the first half of this year, recording a figure that has increased by approximately two times compared to the same period last year.

The main changes identified in the report are the shortening of the operating period, diversification of locations, and diversification of operating forms. The average operating period of all pop-up stores was 17.9 days, which is about a week shorter than the 25.1 days of the same period last year. In particular, short-term operations of 1 to 2 weeks were the main trend in major commercial districts such as Seongsu-dong, Yeongdeungpo, and Gangnam, and the number of weekend-focused operations that start on Friday and end on Sunday has also increased.

In Seongsu-dong, the representative pop-up commercial district in Seoul, the concentration of Dongyeonmujang-gil has increased. About 32% of all pop-up stores in Seongdong-gu are concentrated in Dongyeonmujang-gil, recording a proportion 1.4 times higher than that of Seoyeonmujang-gil. In addition, pop-up stores have expanded beyond Seoul to major regional cities such as Gyeonggi, Daegu, and Busan, diversifying their locations.

The operating methods and content composition have also diversified. Moving away from the existing sales-oriented operation, there has been an increase in combined operations combining exhibition and experience types. Pop-up stores are being utilized in various forms according to marketing strategies, such as exhibition type to enhance brand image, and experience type to attract new customers.

In terms of content, there has been an increase in differentiated plans such as collaborations between sports teams and character IPs, and experiences in making goods. In addition, non-traditional industries such as pharmaceuticals and religion are also expanding their scope by introducing pop-up stores as a marketing channel.

Sweet Spot CEO Kim Jeong-su said, “In the first half of 2025, the pop-up store market will not stop at simple quantitative growth, but will diversify in operational strategies, content, and space utilization methods.” He added, “As a strategic partner connecting brands and spaces, Sweet Spot will provide insights to the industry based on accumulated data and lead the development of the pop-up ecosystem.”

Meanwhile, the full report can be found on Sweet Spot’s official website and blog.