Global lifestyle brand UGG has opened its BORN TO FEEL pop-up store at 53 Bukchon-ro, Jongno-gu, Seoul. The space blends traditional hanok architecture with modern Western-style buildings and runs for ten days, from November 13 to 22. On opening day, November 12, special performances by singer Kwon Jin-ah and hip-hop group Epik High filled the hanok courtyard. A live stage echoing through centuries-old wooden beams was a scene in itself.
The pop-up showcases UGG's Fall/Winter 2026 collection. Artist collaborations and customization programs are also available. Visitors can personalize their own UGG products on-site. The choice of Bukchon, a neighborhood where tradition and modernity coexist, carries intention. It's an attempt to marry the brand's signature comfort with Korean sensibility.
Details come alive throughout the space. A café and terrace offer views of Bukchon's landscape, and fish-shaped pastries modeled after UGG's iconic Tasman shoes are served. Large 'UGG' letters sit among hanok pillars and eaves, and lantern-like objects evoke traditional hanji paper. The brand identity settles naturally within the historic architecture. The pop-up is open daily from 12 PM to 7 PM.
Through this activation, UGG has woven together Korean cultural heritage and the brand's ethos. The emotional resonance of Bukchon aligns with the comfort UGG stands for. The combination of performance, exhibition, and hands-on experience in one place is compelling. If you're visiting Bukchon Hanok Village before the 22nd, don't miss this. What does comfort look like to you?
The pop-up showcases UGG's Fall/Winter 2026 collection. Artist collaborations and customization programs are also available. Visitors can personalize their own UGG products on-site. The choice of Bukchon, a neighborhood where tradition and modernity coexist, carries intention. It's an attempt to marry the brand's signature comfort with Korean sensibility.
Details come alive throughout the space. A café and terrace offer views of Bukchon's landscape, and fish-shaped pastries modeled after UGG's iconic Tasman shoes are served. Large 'UGG' letters sit among hanok pillars and eaves, and lantern-like objects evoke traditional hanji paper. The brand identity settles naturally within the historic architecture. The pop-up is open daily from 12 PM to 7 PM.
Through this activation, UGG has woven together Korean cultural heritage and the brand's ethos. The emotional resonance of Bukchon aligns with the comfort UGG stands for. The combination of performance, exhibition, and hands-on experience in one place is compelling. If you're visiting Bukchon Hanok Village before the 22nd, don't miss this. What does comfort look like to you?
FAQ
How long will the UGG Bukchon pop-up store be open?
UGG's BORN TO FEEL pop-up store will run for ten days, from Friday, November 13 through Sunday, November 22, 2026. It's open daily from 12 PM to 7 PM and is located at 53 Bukchon-ro, Jongno-gu, Seoul.
What programs can I experience at the UGG Bukchon pop-up?
The UGG Bukchon pop-up features the 26FW collection exhibition, artist collaboration displays, and a customization program. Visitors can personalize their own UGG products and enjoy a café and terrace with views of Bukchon.
What performances took place at the UGG Bukchon pop-up opening?
The opening event on November 12, 2026 featured special performances by singer Kwon Jin-ah and hip-hop group Epik High. The live stage in a traditional hanok courtyard blended Korean traditional architecture with contemporary music for a unique experience.
