Actress Synthia at MONGDOL's Fashion Popup: Hopes and Criticism
On April 27, 2025, fashion brand MONGDOL opened a popup store at Musinsa Square in Seongsu-dong, Seoul. Actress Synthia, the brand's official ambassador, attended the event and instantly drew a crowd.
The popup was themed "Blooming Route," the brand's 2025 Spring/Summer collection, aiming to strengthen its image by interacting directly with consumers. Synthia greeted fans at a photo wall session and provided special meet-and-greet moments throughout the day.
The Power and Pitfalls of Fashion Popups
Positive Impacts
Popup stores have become an essential marketing tool, offering brands a way to showcase their identity firsthand. MONGDOL presented a practical, active lifestyle vibe through their "Blooming Route" concept.
Synthia's appearance added a major boost. Fresh off her success in a recent TV series, her youthful energy matched the brand's image. Event hashtags like #MONGDOL and #Synthia exploded on social media, amplifying the brand's buzz far beyond the venue.
Another major benefit of popup stores is that they allow consumers to experience products firsthand, building trust and delivering the brand's core philosophy in a tangible (touchable and real) way.
Concerns and Criticism
However, not everyone sees popup events and celebrity-driven marketing through rose-colored glasses (overly positive view). Popups are, by nature, temporary. Some critics argue they rarely lead to sustained brand loyalty or purchases.
There's also skepticism about relying heavily on celebrities. If a brand leans too much on a star's fame instead of their own product quality, it could end up looking shallow. Some visitors commented, "Rather than focusing on a celebrity appearance, I wish they'd highlight the actual products and brand story more."
Moreover, being a one-time event could make any impact short-lived. Brands need a longer-term plan to keep customers engaged after the buzz fades.
Ideas for a Smarter Popup Strategy
For a popup to truly boost a brand, it needs more than a famous face. It must offer immersive programs where visitors feel the brand's values and culture come alive beyond just spotting a celebrity.
Marketing experts suggest that to maintain a popup’s impact, brands should collect customer feedback after the event and strengthen online channels, like follow-up campaigns through social media and exclusive web content.
In short, Synthia’s presence was a strong start. But for MONGDOL to truly stand out, they’ll need a creative, differentiated (unique and distinctive) approach that goes deeper than just a star moment.
