CreatripTeam

British soft-toy brand Jellycat announced on the 29th that it is officially launching in South Korea with a popup store in Seoul’s Seongsu-dong. Known for its plush, tactile designs that appeal to both infants and adults as attachment toys, Jellycat will operate an interactive popup called “Jellycat Space” starting next month at MM Seongsu on Yeonmujang-gil, Seongdong-gu. The brand’s characters are grouped into three categories—Lovelables, Amuseables, and Accessories—and the popup will showcase popular figures like Bashful Beige Bunny and Bartholomew Bear along with stories of Amuseables Sun and Peanut. Jellycat says the space is designed to give visitors an immersive experience as if they’ve been transported to the brand’s headquarters, highlighting its playful sensibility and whimsical imagination. (popup store: a temporary retail space; Seongsu-dong: a trendy neighborhood in Seoul)