Busan is good

Boogi’s Popularity Goes Nationwide Beyond Busan… First Standalone Pop-up in the Seoul Metropolitan Area, “Boogi Sauna”

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Busan Metropolitan City, led by Mayor Chun Jae-soo, announced that it will operate “Boogi Sauna” pop-up stores featuring the city’s communication character Boogi at Hyundai Premium Outlets Gimpo Branch and Songdo Branch. The Gimpo Branch pop-up will run through September 27, while the Songdo Branch pop-up will operate from October 2 to 10. This marks the first time Boogi, which has previously met visitors through booths at various events and festivals, has opened a standalone 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” conveys the idea of relieving the fatigue of everyday life and providing a refreshing experience, and the concept was previously introduced at the 2026 Character Licensing Fair held at COEX in Seoul this past July.

The pop-up store will sell three types of merchandise created around the “Boogi Sauna” concept, along with 70 products from 11 local small and medium-sized enterprises. Featured products include Boogi × Songwol Towel collaboration towels and tanning Boogi T-shirts; four types of viscose exfoliating towels from Hwangsil Towel; three plush keychains featuring Busan fish cake, ssiat hotteok, and baseball themes from Content Core Co., Ltd.; and seaweed snacks from Sehwa Seafood.

In particular, the three plush keychains featuring Busan fish cake, ssiat hotteok, and baseball themes from Content Core Co., Ltd. will be available offline for the first time through this pop-up store.

Boogi photo sessions and various participatory events will also be offered for visitors. The Boogi photo sessions are scheduled to take place from 11:00 a.m. to 3:00 p.m. on September 25 and 26. Customers who spend KRW 40,000 or more will receive a limited-edition “Boogi Sauna Keychain,” while a “Locker Lucky Draw” event will also be held for visitors who post a verification photo on social media.

The collaboration came about after Boogi participated in Character Licensing Fair 2026, Korea’s largest character festival, held at COEX this past July. Following the event, a range of collaboration proposals were received from companies in Korea and abroad, and Hyundai Premium Outlets’ strong commitment to collaboration ultimately led to Boogi’s first standalone pop-up store in the Seoul metropolitan area.

Oh Mi-kyung, spokesperson for Busan Metropolitan City, said, “We hope this Hyundai Premium Outlets pop-up store will provide an opportunity for the city’s communication character Boogi to engage more closely with people in the Seoul metropolitan area.” She added, “We will continue to pursue mutually beneficial partnerships through a variety of business events so that local content companies can generate tangible sales and strengthen their capacity for sustainable growth.”