Inside the Hirono Pop-Up in Seoul (Dates, Location, and Experience)

While everyone was falling in love with Labubu, I fell in love with Hirono.

He’s a little introverted and awkward, but has a love of adventure and is all about pushing though life’s challenges. And, I don’t know… that just really resonates with me. Hirono was created by the artist known as Lang, whose work leans into emotional storytelling rather than just visual design. It really gives off those old school fairytale vibes and I’m here for it.

TOTALLY VIBES

Right now, Hirono has taken over a space inside Musinsa Store Seongsu in Seongsu-dong, which makes sense, because if any area in Seoul was going to host a modern take on the art toy movement, it would be Seongsu. The space itself is designed more like a walkable mood board, part-retail and part-art installation. The visuals and space were developed with input from the original artist, making it feel closer to an exhibition than a typical store.

MERCH

Unlike a lot of other pop-ups I’ve been to, this one is a lot less chaotic and a bit more about enjoying the vibe, appreciating the character and of course abusing your wallet (just a little). Seriously though, the merch is beyond cute, with a heavy emphasis on soft pastel colors, thoughtfully placed details and good quality. There are blind boxes, limited-edition figures, clothes, accessories and small lifestyle items (things you don’t need but suddenly want). They even launched their new Kodak collaboration. I went in specifically for the Freedom Island Plush Pendant (that was only previously available in London) and ended up also leaving with a Whisper Within Zip-up Hoodie and a bunch of cool freebies.

HERE FOR FREEBIES

No pop-up would be complete without freebies and you best believe I got all of them. First, you can take a picture for free at their photo booth if you follow them on social media. Then when you buy anything from the Freedom Island collection, you get a Hirono keyring. If you spend over 20,000 KRW you get a pack of Hirono stickers, but if you spend over 150,000 KRW you also get a Hirono hand mirror. And for the lucky few, you can also get an invite to meet the artist behind hirono, Lang, and have two items signed by him. As it turns out, I was one of the lucky few!

MEET & GREET

The next day I was invited back to the store for a brief meet and greet with Lang where he signed my Freedom Island Hirono and mirror. He also gifted me some exclusive Hirono X Seoul stickers, a keyring and postcard. I absolutely love the designs he came up with for the Seoul pop-up, so I was really excited to get some merch with those designs on them. It was such a cool experience and not something I’ll soon forget.

🗓 April 24 ~ May 10, 2026
⏰️ 11:00 am ~ 10:00 pm
📍 Musinsa Store Seongsu (Naver Map, Google Maps)