[Report] "Open Run from 5 a.m."... Don Quijote Pop-Up in Korea Draws Massive Crowds, Shelves Swept Clean

Daily Admission Reaches Capacity Within Two Hours on Second Day
GS25 and CU Install Exclusive Displays at Don Quijote in Japan
Convenience Store Chains Seek Breakthroughs Amid Market Saturation

"I arrived at 5 a.m. and waited for about two and a half hours before entering. Although the number of products is limited, most of the popular items are available, so I am satisfied."

On July 9, as the sweltering heat continued from the morning, Kanghee Hong (34, Yeoju, Gyeonggi Province), whom we met at the Don Quijote pop-up store at The Hyundai Seoul in Yeouido, Seoul, filled her shopping basket with Japanese soy sauce, sesame sauce, and other items, expressing her satisfaction.

Exterior view of the Don Quijote pop-up store on the morning of the 9th. Photo by JaeHyun Park

Daily Admission Reached Capacity Within Two Hours of Opening

The Don Quijote pop-up store, presented in collaboration with GS25, a convenience store operated by GS Retail, continued to draw crowds on its second day, following a packed opening day at The Hyundai Seoul. The waiting line, which began at 5 a.m., surpassed 60 teams by around 8 a.m., and by 12:35 p.m., after the store had opened, the number had reached 600 teams, totaling over 1,400 people, filling the daily admission quota.

Unlike the previous day, when the influx of visitors caused confusion, the process was more orderly on this day. GS25 announced guidelines for waiting at the pop-up store through its official social media account on the evening of the first day, after more people than expected showed up. As a result, only those who came to take photos of the pop-up store or who had received admission guidance entered calmly. A GS Retail representative explained, "On the morning of the first day, a large crowd gathered in front of the store, so for safety reasons, we are now guiding visitors to wait on the B2 floor before entering."

Pre-registration waiting area set up outside the store on B2 floor of The Hyundai Seoul. Photo by JaeHyun Park

The interior of the pop-up store faithfully recreated the atmosphere of a Don Quijote store in Japan. However, Korean phrases such as "The Best," "Like Like," and "Awesome" were displayed throughout the shelves, distinguishing it from its Japanese counterparts.

Japanese Local Prices... Visitors Sweep the Shelves, Some Displays Left Empty

On this day, visitors filled their baskets with Don Quijote's private brand (PB) JONETZ products such as "Sesame Garlic Sauce," "Cylindrical Potato Chips," and "Soy Sauce for Eggs." Most products were priced between 2,000 and 4,000 KRW, similar to local Japanese prices. For example, "Sesame Garlic Sauce" (400ml), which sells for about 12,200 KRW per bottle on Coupang, was sold for 4,400 KRW, and "Soy Sauce for Eggs" (180ml), usually sold for 19,900 KRW on Coupang, was available for 3,300 KRW.

Kim Dahwi (20), a resident of Gangnam-gu, Seoul, said, "I thought the prices would be high, but they were more reasonable than expected and similar to those at Don Quijote in Japan. If a permanent store opens, I would visit often."

The display of the cylindrical potato chips product inside the Don Quijote store was completely empty in less than an hour after opening. Photo by JaeHyun Park

Some popular products sold out within just an hour of opening, leaving the shelves empty. These empty shelves were restocked sequentially. The quantity sold each day was limited to match the daily admission capacity.

This led to some disappointment among visitors. Lee (31), a resident of Yeongdeungpo-gu, Seoul, said, "I registered for the waiting list around 8:30 a.m. and was called at about 11:10 a.m. Don Quijote stores in Japan have multiple floors, but this one is smaller than I expected, and the product selection is limited to food items." Han Yubin (20) also commented, "Konjac jelly is a great product to share with friends and family, but there was a purchase limit of one or two per person, which was disappointing. The prices were reasonable, but since Don Quijote in Japan offers a wide range of non-food items as well, the selection and scale here were lacking."

Possibility of Direct Entry by Don Quijote

This pop-up store is the second collaboration project following the installation of a GS25-exclusive display at a Don Quijote store in Japan in May. For this pop-up, GS25 and Don Quijote adopted a "localized Don Quijote" concept, combining the complex and vibrant atmosphere of Japanese stores with the vibe of Korean nighttime streets. The pop-up store will operate for about a month, until August 1.

This pop-up has sparked speculation about the possibility of Don Quijote entering the Korean market directly. After installing a CU-exclusive display at a Don Quijote store in Japan and selling PB products in November last year, Don Quijote further strengthened its collaboration with Korean convenience stores by installing a GS25-exclusive display in May.

A GS Retail representative stated, "As far as we know, Don Quijote does not yet have plans to officially open a store in the Korean market. However, the collaboration between GS25 and Don Quijote has produced such significant results in terms of sales and public interest that it is difficult to quantify."