[On the Ground] New Yorker Buys 10 Boxes of Iseulcha... K-Brands Tap U.S. Market

KOOM Haus Pop-Up Store Opens
41 Korean Brands Take Part in New York Pop-Up
Small Businesses Explore Potential of U.S. Market

"How can it taste this sweet without any added sugar?"

On October 16 (local time), at the “KOOM Haus” pop-up store in Manhattan’s Flatiron District, New York, visitors were sampling Isulcha, a tea familiar to many Koreans, at the stand of Korean tea brand TEA AREUM. About half of the visitors in line were New Yorkers.

TEA AREUM, a Korean tea brand, is holding a tasting event at its pop-up store, “KOOM Haus,” in Manhattan’s Flatiron District in New York. New York, U.S. = Correspondent Hwang Yunju

After taking a sip of the recommended Isulcha, a subtle sweetness spread through my mouth. It was different from the artificial sweetness of commercially available sweetened tea. Two of the five people I watched sampling the tea at the store bought the product. A TEA AREUM representative said that one New Yorker, intrigued by its unique sweetness, listened to an explanation and then bought 10 boxes at once.

Kim Jae, CEO of Dahamkke Chachacha Tea, which operates TEA AREUM, said, "I have been very interested in the U.S. market, but it is not easy for small-business owners to open a pop-up store overseas and meet consumers directly," adding, "Through this event, I want to see firsthand how U.S. consumers respond and build up data and experience to find out whether our products can succeed in the U.S. market."

He added, "I thought this was a good opportunity because we can showcase our products to actual consumers, rather than simply taking part in a trade show," explaining why the company decided to participate in the pop-up store.

41 Korean Brands in Food, Beauty and Lifestyle Take Part

The “KOOM Haus” pop-up store is one of the main programs of KOOM Week 2026, organized by UKF, a network of Korean American founders. A total of 41 Korean brands took part: 16 food brands, 14 beauty brands and 11 lifestyle brands.

A wide range of products, from Isulcha and ceramics to cosmetics, desserts, alternative foods, ramen and hats, were showcased in one place. Small-business owners sold their products directly and gauged local consumers’ reactions, while visitors could browse and buy products from a variety of Korean brands.

Margaret, who visited the pop-up store from Brooklyn, said, "I’m interested in Korean culture and have traveled to Korea. I remember liking the cosmetics I bought there, so I came in person to buy other products. I’m happy that I can buy a variety of items, including Korean desserts."

Tableware brand Mujagi at the “KOOM Haus” pop-up store in Manhattan’s Flatiron District, New York City. New York, U.S. = Hwang Yunju, correspondent.

There was also a steady stream of visitors to the stand of Korean ceramics brand MUJAGI. White plates and teacups reminiscent of flower petals were displayed neatly, catching the eyes of New Yorkers.

Kim Donggu, a merchandiser at MUJAGI, said the company took part because it wanted "to introduce the excellence of Korean ceramics to consumers overseas through ceramics that reflect a Korean sensibility." He added, "Not only people in Korea but also Americans like our products, and they are actually buying them. This event has inspired us to pursue a more active entry into the U.S. market starting next year."

K-Beauty Stands Draw Crowds as Visitors Ask About Three-Step Skincare Routines

Cosmetics brand eunha at the “KOOM Haus” pop-up store in Manhattan’s Flatiron District, New York. New York, U.S. = Correspondent Hwang Yoonju.

The K-beauty brands were the liveliest part of the event. Crowds gathered at the mint-colored stand of cosmetics brand eunha to learn about the basic skincare routine of skin toner, essence and lotion.

The CEO of eunha said, "We first launched the brand in San Francisco and Palo Alto, not Los Angeles or New York. Many consumers there had no skincare routine at all, so we had to explain how to use a sheet mask and even the order in which to apply cosmetics. K-beauty is a huge market, but I often thought that, when viewed across the vast U.S. market, it might still be at an early stage."

Despite growing interest in K-beauty, consumers’ experience with the products varies by region and customer segment, leaving room for market expansion. The brand’s participation in the New York pop-up store is also an effort to connect with more local consumers.

Vano, a cosmetics brand from Banobagi Medical Group, which is well known in Korea for its plastic surgery clinics, also took part. Sim Heeju, head of marketing at Vano, said, "I think our K-beauty products are trusted a little more because they were developed by dermatologists," adding that the brand took part in the pop-up store to raise its profile in New York.

The KOOM Week 2026 pop-up store featuring Korean brands will run through October 18 at Iron 23 in Manhattan’s Flatiron District.

This content was produced with the assistance of AI translation services.