Musinsa Megastore Seongsu Brings Jjuak Jjuak to Its 4th-Floor Food Garden

Musinsa Megastore Seongsu has made Jjuak Jjuak part of its new 4th-floor Food Garden, giving the Gaeseong juak brand a place inside one of Seoul’s most talked-about retail openings of 2026. The store opened in Seongsu-dong on April 24, 2026, as a large offline fashion and beauty space with food and rest areas built into the experience.¹

For readers following Jjuak Jjuak through Seosunra-gil culture or Korean dessert trends, this placement is worth noticing. It puts a traditional-style sweet brand into a much larger lifestyle setting: not a stand-alone dessert outing, but part of a multi-floor shopping, beauty, food, and leisure route.

Jjuak Jjuak at Musinsa Megastore Seongsu

The core fact is simple: Musinsa identified Jjuak Jjuak as one of the food and beverage brands joining the 4th-floor Food Garden at Musinsa Megastore Seongsu. Other named brands in that area include Tteoksan, An Hong Mao, and Fuglen, creating a food lineup that sits above the store’s main fashion and beauty floors.¹

That matters because Jjuak Jjuak is described in the source material as a Gaeseong juak brand. Gaeseong juak is a Korean traditional-style sweet, and while the available sources do not provide a detailed menu, price list, or opening-day product lineup for Jjuak Jjuak at this location, they do clearly place the brand inside the Food Garden. In practical terms, visitors to the megastore can treat Jjuak Jjuak as part of the store’s broader stay-and-browse format rather than a separate destination.

The wider venue is built on scale. Musinsa announced the Seongsu store as an approximately 2,000-pyeong offline fashion and beauty store, arranged across five levels from basement level 1 through the 4th floor. It was also planned to feature about 1,000 brands, giving the Food Garden a different role from a typical mall food court: it supports longer visits in a retail space designed for shopping, beauty discovery, eating, and resting.¹

Musinsa’s own framing was ambitious. A company representative said the store would “set a new standard for offline stores,” a short statement that helps explain why F&B brands such as Jjuak Jjuak were included in the first place.¹ The emphasis was not only on selling clothes or beauty products, but on creating a place where customers would spend time.

Why the Food Garden Placement Matters

The Jjuak Jjuak placement is interesting because Musinsa Megastore Seongsu is not just another single-brand shop. On April 23, 2026, one day before the official opening, Musinsa announced an On & Off Festival running through May 3, 2026, connecting the Seongsu store, 11 Musinsa offline stores nationwide, and the online store with discount benefits across about 600 brands.²

That opening strategy gave the megastore immediate attention beyond the Seongsu neighborhood. The Seongsu location also announced launch events including limited first-come sales of mega bags, gift bags based on purchase amount, and beauty goodie bags.² Jjuak Jjuak’s Food Garden presence therefore sits inside a launch moment built around both shopping incentives and in-person experience.

For a dessert brand, that context can be powerful. The available sources do not claim that Jjuak Jjuak alone drove foot traffic, and it would be misleading to say so. What the sources do say is that Musinsa pointed to the 4th-floor Food Garden, the 2nd-floor Musinsa Beauty store, and experiential content as factors contributing to customer visits after opening.³ In other words, food was not an afterthought. It was part of the mix Musinsa itself highlighted when describing why people came.

This is also why the Jjuak Jjuak mention should be read as more than a tenant list detail. In a multi-floor concept store, food helps shape how long visitors stay and how they move through the building. A dessert stop on the 4th floor can naturally become the pause after browsing fashion floors, testing beauty items, or attending opening-period events. The sources do not provide store-specific operating hours for Jjuak Jjuak, but they do establish its location within the Food Garden.

A Strong Opening Weekend for the Megastore

The first weekend numbers show the scale of attention around Musinsa Megastore Seongsu. From April 24 to April 26, 2026, Musinsa counted about 42,000 visitors and roughly 900 million won in transaction value at the store.³ On April 25 alone, the second day after opening, transaction value exceeded 300 million won, and about 26,000 products were sold across the weekend.³

Those figures do not break down sales by brand or floor, so they cannot be used to measure Jjuak Jjuak’s individual performance. They do, however, show the environment into which Jjuak Jjuak entered: a high-traffic opening weekend for a large Seongsu retail destination. Korean Economic Daily coverage similarly reported the 42,000-visitor figure and roughly 900 million won in transaction value for the first three days, reinforcing the scale reported by Musinsa.⁴

The location itself adds another layer. Seongsu-dong has become known for fashion, pop-ups, cafes, and lifestyle retail, and Musinsa’s new store was positioned as a fashion, beauty, and F&B complex. Electronic Times described the space as combining shopping, dining, and rest, with Jjuak Jjuak, Tteoksan, An Hong Mao, and Fuglen placed on the 4th floor.⁵

For anyone searching Jjuak Jjuak in connection with Musinsa Megastore Seongsu, the key takeaway is that the brand is now part of a much larger offline lifestyle format. The sources do not provide a dedicated Jjuak Jjuak menu or sales data, but they clearly confirm its Food Garden placement inside a major 2026 Seongsu opening. That makes Jjuak Jjuak one of the dessert names to know when mapping the megastore’s fashion, beauty, and food experience.

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joanna jang

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