Events

LOFT x 29CM Stationery Pop-Up in Seongsu: Why Import-Only Brands Drew a Crowd

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Illustrated card with the title LOFT Comes to Seoul, a stationery pop-up worth the line.

AT A GLANCE

Dates
Sept 2–6 (ended)
Place
29CM x LOFT pop-up, Seongsu-dong, Seongdong-gu, Seoul (two floors, about 300 pyeong)
Entry
Reservation only, ₩2,900 ticket (reported sold out in 3 days)
Brands
29 Japanese (1st floor) + 10 Korean (2nd floor), 39 in all
Still running
Encore sale Sept 18–Oct 30 at Igu Home Seongsu 2 and the 29CM app

The 29CM x LOFT stationery pop-up “Page to Pages” ran September 2–6 in Seongsu-dong and gathered Japanese stationery brands that are hard to find in Korea. The pop-up is over, but the same project continues as an encore sale from September 18 to October 30 at Igu Home Seongsu 2 and in the 29CM app. Checked on 2026-10-07.

The hero image is an illustrated title card, not a photo of the pop-up.

Brands you could only get by import

LOFT is a large Japanese lifestyle and stationery store chain. The pop-up filled two floors, about 300 pyeong, with 29 Japanese brands on the first floor and 10 Korean brands on the second (ZDNet Korea, in Korean).

  • 1st floor (Japan): Hobonichi, Hi-Nine Note, Ashford, Kokuyo, Furukawa Shiko and others. Reports say 14 of them are hard to buy in Korea.
  • 2nd floor (Korea): Moss, Soso Stationery, One More Bag, Oiume and others.

Entry was by reservation. Tickets cost ₩2,900 on the 29CM app and reportedly sold out three days after sales opened.

Not just shopping, making things

  • Bookmark making: Visitors picked papers, decorations and ties, then laminated the result themselves.
  • Custom notebooks: A Hi-Nine Note customization experience was listed.
  • Notebook engraving: LOFT offered personalized engraving, with purchase incentives (Edaily, in Korean).

Korea’s stationery boom

According to ZDNet Korea, 29CM’s stationery and office supply sales rose more than 48% from January to August versus a year earlier, and diaries and planners rose more than 63%. These are 29CM’s own figures, not growth for the whole Korean market.

You haven’t missed everything: the encore sale

29CM says it is running an encore sale from September 18 to October 30 at Igu Home Seongsu 2 and in the 29CM app. If you missed the pop-up, you can browse in the app. Check the app for items and stock.

29CM also says it plans to widen its global sourcing from stationery to fashion and lifestyle.

Good for / not for

Good for

  • Anyone who wanted Japanese stationery brands without ordering from abroad
  • People who enjoy decorating planners or collecting stationery

Not for

  • Anyone who wanted the in-person experience. The pop-up has ended.

More budget shopping: Daiso guide and regional souvenir T-shirts.

Sources

Checked on 2026-10-07. Reports differ on the brand count (39 or about 40). Check 29CM’s notice for the encore sale details.