Don Quijote Opens First Pop Up Store In Seoul

On July 8, 2025, the bustling streets of Yeouido, Seoul, witnessed a unique retail event as the Japanese discount store giant Don Quijote opened its first-ever pop-up store in South Korea. Located on the first underground floor of The Hyundai Seoul, this collaboration between convenience store chain GS25 and Don Quijote attracted an overwhelming crowd, eager to experience a slice of Japan’s famed shopping culture without leaving the country.

From as early as 8 AM, hundreds of eager shoppers began queuing, with the waiting list surpassing 1,200 people within just 30 minutes of the store’s 10:30 AM opening. The excitement was palpable as visitors traveled from various parts of South Korea, including Busan—where some flew in just for the event—and local areas like Hwaseong and Seoul, all drawn by the allure of Don Quijote’s popular products.

The pop-up store, though modest in size at approximately 55 square meters (about 16 pyeong), was meticulously designed to recreate the authentic atmosphere of Don Quijote stores in Japan. The ceiling was adorned with traditional Japanese-style lanterns, and about ten Don Quijote employees from Japan personally helped set up the store, blending the brand’s iconic ambiance with Korea’s vibrant night market culture. GS Retail described this as a “localized Don Quijote,” aiming to offer an immersive experience that resonates with Korean consumers.

Inside, shoppers found over 50 items from Don Quijote’s private brand (PB) 'JONETZ,' including beloved products such as 'Egg over Rice seasoning,' cylindrical potato chips, soy sauce specially crafted for eggs, and thick yuzu pepper. Additionally, the store featured exclusive GS25 x Don Quijote collaboration items, ten products from GS25’s own PB 'YOUUS,' and two types of merchandise from GS25’s mascot 'Mumussi.' Fans of Don Quijote’s popular character 'Donpoc' could also purchase over 22 different goods ranging from dolls and pouches to shoulder bags and pencil cases. Limited edition products featuring both 'Donpoc' and 'Mumussi' were set to launch on July 10, further fueling consumer interest.

Despite the enthusiasm, the opening day was marred by operational chaos. The store’s entry system required visitors to obtain a waiting number on-site, but conflicting instructions from staff members led to confusion and frustration. Some customers were told to queue on the second underground floor, others at the first floor entrance, and many were unclear about where and how to get the mandatory waiting number. This miscommunication resulted in heated exchanges, with some visitors expressing their anger at the disorganized process.

One 50-year-old housewife recounted, “I waited standing in line for over an hour because staff said just queuing was enough, but then I was suddenly told I needed a waiting number and pushed back in line. I didn’t know who to believe.” Another visitor, a 20-year-old university student, lamented the stringent purchase limits, saying, “In Japan, I usually buy 5 to 6 packs of konjac jelly, but here I could only get one. Honestly, I’d rather just go to Japan.”

Adding to the disappointment, shoppers found the pop-up’s product range limited compared to the sprawling Don Quijote stores in Japan. The store stocked about 60 items, primarily food products, with fewer cosmetics and character goods than expected. A 20-year-old female visitor shared, “I came hoping to buy keychains and dolls, but they only had food items. The store felt too small and the selection was lacking.” Prices were comparable to those in Japan; for example, the popular soy sauce for egg rice sold for 6,600 won at the pop-up, closely matching the 647 yen (around 6,000 won) price in Japan including tax.

GS Retail acknowledged the challenges faced on opening day. “We anticipated an opening rush but did not expect a crowd this large, which made physical control difficult,” a company representative said. They pledged to increase staffing to improve crowd management and minimize customer inconvenience. The store initially planned to limit entry to 20 people at a time to prevent congestion, but this was not effectively enforced.

The collaboration between GS25 and Don Quijote is more than a one-off event. Since May 2025, GS25’s PB 'YOUUS' products have been available in over 400 Don Quijote stores across Japan. This pop-up marks Don Quijote’s first foray into the Korean market, and both companies intend to deepen their partnership. GS25 aims to attract Korean consumers by offering popular Japanese products domestically, while Don Quijote plans to expand the presence of GS25’s PB products in its Japanese stores, boosting cross-border PB exports.

For many visitors, the pop-up store offers a tantalizing chance to shop Japanese favorites without the cost and hassle of travel. One shopper from Gyeonggi Province said, “I drove from Hwaseong to The Hyundai Seoul just to visit this store.” Another visitor, who flew in from Busan, said, “I came by plane just to see this and will return immediately after.”

However, the opening day’s operational hiccups and limited stock serve as a reminder of the challenges in replicating a beloved foreign retail experience on home turf. While the pop-up store captures the essence of Don Quijote’s eclectic charm, it remains a scaled-down version, with product limits and crowd control issues dampening some of the excitement.

Running until August 1, 2025, the GS25 x Don Quijote pop-up store continues to draw crowds eager to explore its offerings and glimpse Japan’s retail culture. Whether this venture will pave the way for a permanent Don Quijote presence in Korea remains to be seen, but for now, it offers a unique shopping adventure that blends nostalgia, novelty, and a touch of cross-cultural commerce.