Hearts2Hearts Opens First Pop-Up Store for 'Lemon Tang'

K-POP girl group Hearts2Hearts is opening its first pop-up store later this month, marking a milestone for the rookie act since its debut. The event runs June 23 through July 1 at the B1 Event Plaza of The Hyundai Seoul, a department store in Yeongdeungpo district, and ties into the release of the group's second mini-album, "Lemon Tang."

The pop-up spans roughly 3,500 square feet and leans into the bright, summery concept of the new record. Visitors can step through photo zones built around the group's fresh image, play a game themed on defeating the "Lemon Sun," the album's main motif, and listen to welcome messages recorded by the members themselves.

Merchandise has been designed to match. Hakkyuha, the group's official plush mascot, returns in a new lemon-themed version tied to the comeback. The lineup also includes summer-ready items such as T-shirts, beaded bracelets, and parasols that double as umbrellas.

Entry runs through a mix of online advance reservations and on-site sign-ups. The first session each day is reserved for members of S2U, the group's official fan club.

Hearts2Hearts releases "Lemon Tang" on June 22, one day before the pop-up opens. For a group still in the early stretch of its career, the rollout points to how quickly K-POP labels are now building physical fan experiences around even a second mini-album, treating the pop-up itself as part of the release.