Justin Bieber Lands in Seoul for the First Time in 13 Years, Then Heads for Samgyetang

Justin Bieber arrived in Seoul on the 23rd, 13 years after his first and only Korean concert in 2013, and he did it without warning. The early indicator came a day earlier: more than 200 people were already waiting outside his SKYLRK pop-up store in Seongsu-dong by about 6 a.m. on opening day.

Bieber posted a photo to Instagram with the caption "Made it to Seoul," showing a car ride through the city, followed by shots of the pop-up. Reports say he came through Incheon International Airport in the early hours of the 23rd, wearing a hooded jacket from his own brand, brown pants and sneakers, hood pulled low while he checked his phone. His wife, Hailey Bieber, traveled with him, in a long blue coat and black pants.

Why Seoul, and why now

The trip appears tied to SKYLRK, the fashion and lifestyle brand he launched with a first collection last July. Its first Korean pop-up runs in Seongsu-dong from the 22nd to the 25th, selling apparel, footwear, sunglasses and audio products, plus items exclusive to Seoul. Bieber promoted the event on his own account on the 20th.

SKYLRK is his solo venture. He split from Drew House, the label he co-founded in 2019, last April. K-pop names have helped carry it into Korea: Stray Kids' Felix, RIIZE's Sohee and CORTIS's Gunho have reportedly worn its products.

The queue numbers show the demand. A post from early on the 22nd counted about 50 people in line at 1 a.m., and a video around 6 a.m. showed the line past 200. Bieber appeared in person at his Tokyo pop-up, so fans are hoping for the same in Seongsu, though nothing has been confirmed.

Sightings around the city

Social media has since filled with sightings. One video shows him seated inside the pop-up. Another shows him leaving a samgyetang (ginseng chicken soup) restaurant in Anguk, Jongno-gu. The Instagram account Seoul Guide posted that clip and noted the restaurant had received Michelin recognition this year.

Bieber debuted in 2009 at 15 with One Time and went on to hits including Baby, What Do You Mean? and Sorry. After the 2015 album Purpose he moved toward a singer-songwriter image. He joined BTS and others at the 2026 World Cup halftime show in July, and last July released his seventh album, SWAG. He married Hailey in 2018, and the couple had their first son in 2024.

One prediction: with the pop-up closing on the 25th and a Tokyo precedent for a fan meeting, a Seongsu appearance before then is likelier than not, given how much he has staked on this brand.

What Nate Pann users said

1. 1

   That pressed-palms greeting comes from Thailand and Southeast Asia. Why does everyone who lands in Korea do it?

   145 upvotes, 8 downvotes▲145▼8
2. 2

   Even that baby-faced heartthrob has gone full ajae with age. Time really does march on.

   67 upvotes, 2 downvotes▲67▼2
3. 3

   That's Tosokchon. It got famous as a regular haunt of former President Roh Moo-hyun, and Jensen Huang has been too. These days you see more foreigners there than locals.

   51 upvotes, 7 downvotes▲51▼7
4. 4

   Who does he think he is?

   9 upvotes, 12 downvotes▲9▼12
5. 5

   Can he do something about the facial hair? It looks terrible.

   8 upvotes, 7 downvotes▲8▼7