Moomin Pop-up
Shinsegae
Aug 7 – 17
Gangnam in Seoul
Hello, this is ArtyShine! 👋🏻
Moomin was created by Finnish illustrator and author Tove Jansson. Her works have a uniquely cute and heartwarming charm that still resonates with people today.
Although the Jansson family continues to manage the Moomin brand in Finland, Japan holds the official license for product development. Thanks to this, a wide variety of Moomin merchandise is easily available in Japan.
Japanese-made Moomin products are especially adorable and beautifully designed — much like Disney goods — and they really catch the eye of fans.
I recently heard that a Moomin pop-up store featuring these products is currently open at Shinsegae Gangnam in Seoul until August 17, so I went to check it out.
There are various events and free gifts prepared for visitors, so if you’re a Moomin fan, I highly recommend visiting soon before it ends!
In this review, I’ll focus mainly on the products and their prices in detail.
Location, Hours & Parking
Address
- Shinsegae Department Store Gangnam (Central City), 1F Open Stage
- 176 Sinbanpo-ro, Seocho-gu, Seoul (Banpo-dong, Central City)
- 1-minute walk from Exit 8 of Express Bus Terminal Station (Lines 3, 7, 9). Directly connected to the department store.
Opening Hours
- Daily: 10:00 AM – 10:00 PM
- Pop-up Period: Friday, August 7 – Monday, August 17, 2026
Parking
- Available at the department store’s underground parking lot (B2–B4 floors, large parking facility)
Parking Benefits
- Spending ₩50,000 or more → 1 hour free
- Spending ₩100,000 or more → 2 hours free
- Spending ₩150,000 or more → 3 hours free (maximum)
- Additional fee: approximately ₩1,000 per 10 minutes
- Note: Rates may differ at Parnasse Street parking
- First 30 minutes are free (useful for short visits)
Reservation
- No reservation required — first-come, first-served entry
- Up to 2 people (including yourself) can enter together
- Waiting may be required depending on the crowd
- Weekends and evening hours tend to be busier, so I recommend visiting with some extra time (there may be a line)
Quick Fun Fact!
Did you know that Moomin is not a hippo?
I also thought it was a hippo at first. With that round, white body, it’s easy to see why so many people make the same mistake.
But Moomin is actually a fictional creature — more like a troll or a fairy-like being, not a hippo at all!
I thought this would be a fun little fact to share, whether you’re already a Moomin fan or just starting to get interested. Hope you enjoy it! 🙂
Exterior
Once you enter Shinsegae Department Store on the 1st floor, head toward the arched window side. When you look to your right, you’ll immediately see the Moomin pop-up store.
It’s not set up like a regular shop — it’s designed as an open-style space.
At the entrance, a cute Moomin was sitting all by itself, and right in the center of the “Moomin” letters, there was a kiosk set up for taking a waiting number.
Since I visited on a weekday, I was able to enter right away without taking a number. Before going in, a staff member at the gate kindly explained the ongoing events and gave me a fan illustrated with a cute Moomin couple as a gift.
The fan is so adorable, and with the weather being extremely hot these days, even a light fan feels really refreshing. It was such a thoughtful and precious gift.
Interior & Atmosphere
There were photo zones set up throughout the space where you could take cute pictures!
And if you try the “Draw Your Own Moomin” experience, there’s also an on-site photo machine that lets you take a 3-cut photo featuring your own Moomin.
Among the new products, there was a toy camera designed for easy selfies and a cute eco bag, with a small selection of items displayed at the front as a preview.
Once you step inside through the entrance shaped like a Moomin house with blue walls and a red roof, you’ll find the full range of Moomin products. There were so many items to look at, and the space was larger than I expected.
If you slowly walk around, focusing on the illustration of a Moomin couple resting on a pink cloud in the center, you’ll completely lose track of time thanks to all the adorable products.
After I finished looking around, the staff helped with payment on the opposite side. There was a checkout area as well as a capsule toy (gacha) machine section.
Right next to it, there was also a space where you could get your DIY T-shirt pressed on the spot if you had customized one.
On the way into the entrance, the space is mainly set up with event zones and photo zones. Once you step inside the Moomin house, it’s mostly focused on the actual products.
Goods List & Prices
(All prices shown are the pop-up sale prices)
Moomin Keycap Keyring
Moomin Keycap Keyring Prices
- 2-piece set: ₩13,900
- 3-piece set: ₩16,900
(The illustrations are so cute that they look adorable both as keycaps and as keyrings!)
Moomin Selfie Camera
Moomin Selfie Camera
Price: ₩48,000 (SD card sold separately: +₩10,000)
It’s a palm-sized toy-style camera that can take both photos and videos.
It comes with transparent stickers so you can decorate it and create your own custom look. The camera is extremely light — about the same weight as (or even lighter than) AirPods — making it super cute and easy to carry around.
Moomin Glass Cups,
Teacups, Mugs & Tumblers
Moomin Glass Cup ₩20,000
Coffee Teacup Set ₩20,000
Illustration Mug (0.3L) ₩34,400
Initial Mug (0.4L) ₩34,400
Insulated Tumbler ₩39,200
Ceramic Teapot ₩52,000
Kids Bowl & Cup Set ₩69,600
Pink Mini Plate ₩16,000
Teaspoon ₩18,400
Moomin Kitchen Timer
Moomin Kitchen Timer ₩39,000
Moomin Towels
Handkerchiefs & Slippers
Moomin Kitchen Towel
- Moomin House: ₩19,000
- Moomin Cloud: ₩17,000
Moomin Handkerchief
- Mini size: ₩5,000
- Foldable size: ₩8,000
Moomin Series Slippers ₩25,000
Moomin Toothbrush Cup ₩13,000
Moomin Figure Coin Bank
Moomin Coin Bank ₩28,000
Moomin Travel Name Tag
Passport Case
Moomin Luggage Name Tag
- Luggage Tag: ₩13,000
- Market Bag: ₩20,000
- Kitchen Towel: ₩5,000
Moomin Passport Case ₩22,000
(It’s noticeably larger than a standard passport, so you can also use it for other purposes.)
Large Character Stickers ₩4,000
Acrylic Stickers (for phone decoration) ₩6,000
Moomin
Random Embroidery Pins
Stickers
Random Embroidery Pin Badge ₩9,000
Metal Badge ₩14,000
Random Keyholder ₩11,000
(Embroidery Product) Sticker & Pin Badge ₩8,000
Moomin Stationery
Cards & Notebooks
Mini File ₩8,000
A5 Size Band File ₩10,000
Moomin Postcard ₩3,000
Moomin Mini Card Set / 3D Card ₩6,000
Moomin Spiral Notebook ₩8,000
Magnet Mini Book ₩10,000
Moomin Plush Toys
Ceramic Figures
Moomin Ceramic Figure ₩32,300
Finger Puppet ₩5,000
Plush Toys
Ranged from ₩19,000 to around ₩30,000, depending on the size.
Moomin Zipper Pulls
& Keyrings
Plush Badge ₩10,000
Acrylic Keyring ₩14,000
Embroidery Keyring ₩18,000
Moomin Plush Keyring ₩24,000
Hattifatteners Plush Keyring ₩10,000
Moomin Big Keyring ₩9,000
It’s Me Charm ₩6,000
Moomin
Hand Mirror
3D-style Moomin Hand Mirror ₩17,000
Moomin Pouches
Cases & Bags
Moomin Gift Pouch (Silky feel) ₩9,000
Round Pouch with Plush Inside ₩24,000
Shell Pouch Flower Me (Waterproof) ₩26,000
Daydream Pouch ₩20,000
Moomin Reusable Bag (Blue Check) ₩13,000
Little My Reusable Bag (Red Check) ₩9,000
Black Backpack ₩75,000
Embroidery Tote Bag Flower Little My ₩33,000
Moomin Umbrella
Transparent Long Umbrella ₩35,000
Folding Umbrella ₩40,000
Moomin T-shirts
& DIY Press T-shirts
T-shirt (S size) ₩9,000
Plain T-shirt (L size) ₩13,000
Heat Transfer Sticker (Small) ₩2,000
Heat Transfer Sticker (Large) ₩4,000
Transfer paper & T-shirt are included. Free press service available when your purchase is ₩30,000 or more.
Events & Gift Items
On-site Events
- Follow the official Moomin Shop Korea account → Free Moomin sticker
- Post a story verifying your visit to the pop-up → Little My sticker
- Upload a feed post → Chance to win a large Moomin plush (lottery)
If you join the “Draw Your Own Moomin” experience, you can take home the photo taken with the on-site Moomin photo machine.
Spend ₩30,000 or more → Eligible for the Lucky Draw
Spend ₩100,000 or more → Receive a free Moomin Day eco bag!
What I Bought
I spent over ₩100,000, so I received a cute eco bag made with silkscreen printing in lovely colors!
If you pay an extra ₩200, you can also get a cute Moomin paper shopping bag.
I bought the pouches and bags because the colors were so pretty — I’m planning to give them to my mom as a gift!
For myself, I got the Moomin Selfie Camera and some cute stickers.
After coming home, I decorated the camera with the stickers that came inside, and it turned out so adorable. The camera has a flash and takes photos with a film-camera-like feel, which I really love.
You can also shoot videos, and it’s nice that you can take pictures while looking at your face on the screen. The size fits perfectly in a pocket, so I think it’ll be fun to take photos with friends!
Overall Review of the Visit & Products
Space ⭐⭐⭐⭐⭐
The open-style layout didn’t feel cramped at all, and it was the perfect size for a pop-up. It was also easy to find. If you get a little lost, just ask at the information desk — the staff are very kind and will guide you.
I visited on a weekday and was able to enter without any waiting. It might get a bit more crowded on weekends.
Products ⭐⭐⭐⭐⭐
There was a wide variety of products, so it was really fun to look around. The quality was good and the prices felt reasonable. There were also some items that you can only find at this pop-up.
Willingness to Revisit ⭐⭐⭐⭐⭐
Even if this wasn’t a temporary pop-up and was a permanent store, I would still want to come back because there were so many cute items.
If you love Moomin, I highly recommend visiting!
If you have any questions, feel free to leave a comment.
I’ll answer as best as I can!
I’ll be back with another review next time.
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