TL;DR: If you’re searching for a “KPop Demon Hunters pop-up in Seoul,” know there are two different things going on. The big official Netflix experience ran in Seongsu back in December 2025 and has since moved on to Hong Kong and Singapore. What’s running right now (through September 3, 2026) is a smaller, unexpected collab: a British heritage toothbrush brand called Kentroyal has teamed up with KPop Demon Hunters for a themed pop-up inside a Seongsu lifestyle store. It’s free to browse, genuinely well-designed, and — during my visit — almost empty.
I’ve walked past more than a few KPop Demon Hunters pop-ups and collabs around Seongsu this year — beauty brands, fashion labels, F&B spots, all riding the wave of Netflix’s biggest animated hit. So when I saw a sign reading “NETFLIX KPOP DEMON HUNTERS × KENTROYAL” outside a lifestyle concept shop, my first thought was: a toothbrush brand? That’s a new one. Curious, I went in.
Where it is and the basics
Location: 29CM HOME Seongsu (이구홈성수), 57 Yeonmujang-gil, Seongdong-gu, Seoul
Pop-up dates: August 7 – September 3, 2026 (a related gift promotion runs through September 4 — check with staff if you’re visiting right at the edge of the window)
Hours: Daily, 11:00 AM – 10:00 PM
Admission: Free — it’s a working retail space, not a ticketed exhibit
Getting there: Seongsu Station (Line 2), Exit 3, about a 5-minute walk. There’s no dedicated parking lot; the nearest public parking (like Stellar Seongsu parking) is about a 10-minute walk away.
29CM HOME Seongsu is already a known stop on the Seongsu shop-hopping circuit — a lifestyle concept store known for curating well-designed home goods — so this collab is tucked into one corner of a space that’s worth browsing on its own.
When I visited on a weekday, there was no line at all — the yellow floor marking near the entrance turned out to be a walkway guide, not a queue.
Wait, who is Kentroyal?
I hadn’t heard of Kentroyal before this, so I looked it up before walking around. It turns out Kentroyal isn’t a brand-new company — it’s the premium Korean line of KENT, a British brand founded in 1777 that’s held a Royal Warrant from the British monarchy for its brushes. The tagline printed right on the box — “The World’s Finest Brushes” — isn’t shy about it.
Kentroyal takes that 240-plus-year British heritage and reworks it with a fully Korean design language. Nearly everything on display uses the blue-and-white color palette of traditional Korean cheonghwa baekja (blue-and-white porcelain), and the toothbrush holders are shaped like a Joseon-era moon jar and a Goryeo-era maebyeong vase. It’s an odd but oddly logical pairing once you think about it — KPop Demon Hunters is itself a Korean-rooted story that found massive success on a Western streaming platform, so a brand blending British prestige with Korean craft fits the collab’s tone better than it first sounds.
What’s actually for sale
The collab isn’t the whole story here — Kentroyal’s regular lineup is displayed right alongside it. The two core models are the Shamrock (medium bristle) and Victoria (soft bristle) toothbrushes, sold in “royal signature” handle colors — navy, black, sky blue, and ivory. I picked one up, and the handle is noticeably slim and light, with a comfortable grip.
The KPop Demon Hunters tie-in shows up on the tin packaging: the Shamrock and Victoria cans get a holographic print of Derpy, the show’s blue tiger character.
Honestly, the packaging design is strong enough that it would catch my eye even without knowing the show — that’s not something I say about most IP collabs.
What actually stood out to me more than the toothbrushes themselves were the toothbrush holders — shaped like a moon jar or a maebyeong vase, each one hand-glazed, so no two pieces have quite the same pattern.
It’s the first time I’ve seen this much design effort put into what’s normally a disposable bathroom item — one of these on a sink counter would work as a small piece of home decor on its own, collab aside.
Deals running right now
There’s a straightforward gift-with-purchase deal: buy a 9-pack and get one extra toothbrush free, running August 7 through September 4 (while supplies last). On top of that, several sets are discounted — the Shamrock medium 250 gift set was marked down from ₩47,500 to ₩35,500 (about 25% off, roughly $26), and both the Shamrock and Victoria 9-packs were down from ₩49,500 to ₩37,500 (about 24% off, roughly $27).
There are also two small interactive activities: a one-minute QR quiz called “Find Your Toothbrush” that matches you to a model (show the result to staff for a small gift), and a “Follow Us” social event offering a giveaway for following the brand’s KakaoTalk or Instagram — with a WeChat-follow option specifically listed too, which tells you this pop-up was designed with foreign visitors in mind, not just a domestic audience.
Inside the space
The whole corner is done up in a deep blue-and-white palette echoing traditional porcelain, with lattice partitions styled after hanok window screens and sheer curtains draped between them — going for a blend of traditional Korean texture and pop-up lightness. There’s a life-size Derpy plush near the entrance for photos, though when I was there, I was the only one taking a picture with it.
Is the hype actually still there?
Here’s the honest part: the thing I remember most from this visit isn’t the products or the design — it’s how empty the store was. Even accounting for a weekday afternoon, a pop-up built around Netflix’s most-watched animated title had surprisingly few visitors. I barely crossed paths with anyone else the whole time I was browsing.
A couple of things probably explain it. KPop Demon Hunters’ initial buzz has naturally cooled since it first blew up, and — maybe more relevant here — a toothbrush just doesn’t trigger the same impulse-buy urge that a beauty or fashion collab does. Merch spending tends to gravitate toward things you’d wear or display, not something you use in the bathroom. That said, the actual design quality here exceeded what I expected walking in, which made the empty store feel like a bit of a shame.
From a brand standpoint, it makes sense why Kentroyal did this: for a relatively unknown line, pairing with a massive IP is one of the fastest ways to get your name in front of people, even if it doesn’t move huge volume. This felt less like a sales-driven pop-up and more like a brand-awareness play — and on that front, it’s probably working better than the foot traffic suggests.
If you’re collecting KPop Demon Hunters merchandise, or you just want a genuinely well-designed toothbrush holder for your bathroom counter, this is worth the short stop. If you’re expecting a bustling photo-zone pop-up with lines out the door, temper your expectations — this one’s quiet. Either way, it’s an easy add if you’re already doing a Seongsu shop-hopping route.
FAQ
Q: Is this the same as the official Netflix KPop Demon Hunters pop-up?
A: No. The official Netflix experience ran in Seongsu in December 2025 and has since toured to other Asian cities. This is a separate brand collaboration between the toothbrush brand Kentroyal and the KPop Demon Hunters IP, running August 7 – September 3, 2026.
Q: Do I need to buy anything to see the mascot or take photos?
A: No — the space is open to browse and take photos without any purchase required.
Q: How much do the collab items cost in USD?
A: Roughly $25–$27 for a discounted gift set or 9-pack during the current promotion (converted from KRW at time of writing — check current exchange rates, since Korean won prices are fixed but the dollar equivalent shifts).
Q: Is there an entrance fee?
A: No, it’s a free retail space inside a working store, not a ticketed exhibit.
Bottom Line
This isn’t the pop-up to chase if you’re looking for the big, immersive KPop Demon Hunters experience — that one already left Seoul. But if you’re doing a Seongsu-dong shop-hopping day anyway, the Kentroyal collab is a low-effort, no-cost detour with better design than the “toothbrush collab” premise suggests, especially if you’re into the show’s aesthetic or just appreciate well-made small-batch ceramics. Pair it with a broader walk through Seongsu’s cafes and pop-ups and you’ve got an easy afternoon.