Justin Bieber's SKYLRK Lands in Seongsu-dong for 4 Days After Tokyo and New York

Justin Bieber's fashion brand SKYLRK opens a pop-up store in Seoul's Seongsu-dong from the 22nd to the 25th, running daily from 10 a.m. to 8 p.m. The brand announced it on its official social media on the 20th, and Bieber posted about it on his own account the same day.

Seoul follows Tokyo and New York on the pop-up circuit. Limited-edition products are reportedly on sale, which gives Korean fans their first direct access to the line.

The bigger question is whether Bieber himself will turn up. At the Tokyo pop-up he appeared in person, greeted fans and ran a live stream. Korean fans have taken that as precedent, with comments such as "Will there be a performance at the pop-up?" and "I'm taking this as a sign he's coming." Nothing official supports it: no visit or performance in Korea has been announced.

A long, public fondness for Korea

Bieber's affection for the country is well documented. After his 2013 concert in Seoul, he reportedly went out with global names including G-Dragon, Psy and CL. In 2014 he had the Korean word for "beaver," his surname, tattooed on his arm in Hangul. There is no record of an official Korean visit since that concert.

What SKYLRK sells

Bieber launched the brand last July. The range covers hoodies, beanies and tank tops, plus sunglasses, footwear (including a sneaker called the Sensory Runner), audio gear and merchandise. The pitch is his own philosophy, "Wear like you don't care," which translates into loose, easy clothing.

The launch coincided with his seventh studio album, SWAG, a set of indie R&B songs with a candid, personal feel. Fans have read it as a stripped-back, unvarnished record rather than a show of pop-star polish, and that matches the brand's relaxed styling. Seongsu-dong, Seoul's go-to district for brand pop-ups, is a fitting stage for it.