Seoul City and Shinsegae Department Store are launching a nationwide series of “Next Local” pop-up stores showcasing products developed by young entrepreneurs using regional ingredients and local specialties from across Korea.

The pop-up events began at Shinsegae Daegu on May 15 before expanding to locations in Seoul, Busan, and Daejeon later this year.

The initiative is part of Seoul’s “Next Local” youth startup support program, which helps young entrepreneurs based in Seoul build businesses connected to regional communities and local resources outside the capital region. Now in its eighth year, the program focuses on supporting startup activity in rural and population-declining areas.

This year’s pop-up series will be held under the theme “Find My Local,” highlighting both the stories of young founders and the growing consumer interest in locally inspired products and regional food culture.

Products featured at the events include sauces, teas, desserts, health foods, and beauty items developed by startup teams participating in the program from its first through seventh rounds.

The products were selected through evaluations by Shinsegae buyers and food industry specialists.

The first event at Shinsegae Daegu will run from May 15 to 21 and feature 35 products from nine brands.

Featured items include domestic soybean hummus from startup Eat Veggies and a low-sugar shiitake mushroom spread developed by Parikit, both of which are making their first appearance at a “Next Local” pop-up event.

Special promotions will also be offered, including discounted seaweed sauce products made with Haenam laver and special package deals on Yeongwol bean noodle meal kits.

A larger pop-up event will follow at Shinsegae Gangnam in Seoul from May 23 to June 3, featuring 77 products from 23 brands.

The Seoul event will include several startups from the program’s seventh class, including dessert brand Sepiditi, which developed premium ganache sandwiches using ingredients from Gangwon Province such as sweet corn, perilla oil, and brown rice tea.

Another participating brand, Yeongwajeom Haru, will showcase reinterpretations of traditional Korean confectionery inspired by ingredients from islands near Yeosu, including herbs, seaweed, and anchovies.

Seoul officials said the partnership with Shinsegae is intended to help young entrepreneurs expand into premium retail channels while increasing awareness of regional products and local businesses across Korea.