AHOF Opens 'RUN TO YOU' Pop-Up Store at The Hyundai Seoul

K-pop group AHOF is bringing the world of its new mini-album into a physical space. The group is opening a pop-up store built around the concept of its third EP, "RUN TO YOU," at one of Seoul's most-visited retail destinations.

The pop-up runs from July 14-28 at the dududo showroom on the sixth floor of The Hyundai Seoul in Yeongdeungpo district. It moves the album's central concept off streaming platforms and into a walk-through experience.

The space is organized around the album's core keyword, "running." Visitors move through four zones, starting with "eyes colliding, the moment of falling in love at first sight" and ending with "finishing the race, the moment certainty is complete." The zones use media installations and hands-on content to walk fans through the story the album tells.

AHOF released "RUN TO YOU" on July 8. The title track focuses on the feeling of pushing toward one person even when everything around you is complicated.

The record has traveled quickly since release. It hit No. 1 on iTunes Top Albums charts in 22 countries and regions. The title track's music video reached No. 7 on YouTube's daily trending music video chart in South Korea.

The pop-up extends that momentum into an offline setting, giving fans a way to spend time inside the album rather than just listen to it. For a rookie-stage act, that kind of physical footprint in a major Seoul shopping destination is part of how new K-pop groups build a fandom that lasts beyond a single release cycle.