Seoul opens 'My Soul' brand lounge at Seoul Forest during garden fair

Visitors to Seoul Forest this summer and autumn can immerse themselves in the Korean capital’s official brand through a new interactive pop-up hub blending local snacks, souvenirs and urban lifestyle design.

The Seoul Metropolitan Government said Wednesday it will open the "Seoul My Soul" Lounge along Seoul Forest’s central lawn from July 31 through Oct.

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Timed to coincide with the ongoing Seoul International Garden Expo, the launch transforms the city's standard promotional booth into an expanded, multizone experiential pavilion designed for both local residents and the growing wave of international travelers visiting the urban park.

The lounge is organized into four distinct experiential areas.

A garden-themed merchandise section features eco-friendly lifestyle goods tailored specifically to the garden expo’s natural concept, while a dedicated food zone highlights popular culinary collaborations with regional businesses.

Featured menu items include "Seoulppang," a signature bread developed with historic bakery Koryodang that sold over 80,000 units within its first 100 days, ...