Shinyoung Wacoal—the company behind beloved underwear labels Venus, Wacoal and Solve—announced it launched a heritage pop-up called Shinyoung Textile — The Birth of the Bra at Shinsegae Department Store in Hanam on the 21st.
The pop-up runs for 14 days through April 3 and builds on last year’s 70th‑anniversary programming, including Venus X Movieland — Forms of Love at the private Seongsu theater MovieLand and the Shinyoung Textile showcase at Gangnam’s cultural space IlSangBiIlSangUiTeum.
On the first floor of Shinsegae Hanam, the heritage zone invites visitors to explore the meticulous, artisanal process of bra making and offers complimentary professional fittings.
Shinyoung Wacoal’s fit specialists will take your measurements, guide you through trying different styles, and help you find the most comfortable, flattering fit. Visitors can also earn bonus points as a special perk.
There’s a playful Time Stop event, too—where you can add a personal touch with a digital embroidery lettering service—and score gifts from drink vouchers to tote bags.
Beyond hands‑on experiences, the pop‑up features major brand promotions: Wacoal’s once‑a‑year sale with discounts up to 80% off, a Wacoal·Raylow premium pop‑up zone, and other curated deals to give visitors more ways to save.
A Shinyoung Wacoal spokesperson said the strong response to last year’s Seongsu and Gangnam heritage pop‑ups inspired this event. They wanted to share 70 years of heritage, showcase true artisan quality, and deliver a brand experience you can’t find anywhere else. The company plans to keep creating pop‑up spaces to connect with customers and share fresh content.
Catch the Shinyoung Textile — The Birth of the Bra heritage pop‑up and all its exclusive experiences and perks on the first floor of Shinsegae Department Store Hanam.
Last year, to celebrate its 70th anniversary, Shinyoung Wacoal staged pop‑ups in Seongsu and Gangnam from October through November, blending brand heritage with art for one‑of‑a‑kind experiences.
Venus X Movieland — Forms of Love in Seongsu departed from the usual pop‑up format by telling the brand’s story through a cinematic narrative and archive exhibition, offering an artistic, immersive visit; tickets sold out about 40 minutes after going on sale.
Following Seongsu, the Shinyoung Textile event at IlSangBiIlSangUiTeum in Gangnam broadened the interactive offerings, showcasing factory production processes and hosting a variety of events.
The company featured products from its flagship brands—Venus, Wacoal and Solve—offered atelier fittings and expert counseling, and ultimately welcomed more than 15,000 visitors.
