Nearly one in four visitors to a Seoul-branded pop-up store at Seoul Forest were foreign tourists, driving total attendance past 42,000 over three months as municipal authorities work to capitalize on the city's global profile through official merchandise. The Seoul Metropolitan Government said Wednesday that 42,738 people visited The Seoul My Soul Lounge from July 31 to Tuesday during the 2026 Seoul International Garden Show. Foreign visitors numbered 10,272, accounting for 24 percent of the total, according to the city. Set up on a lawn at Seoul Forest, the lounge combined garden displays with merchandise and food products designed to showcase Seoul’s identity, expanding on the city’s existing Seoul My Soul promotional spaces. The venue featured four sections dedicated to Seoul-themed merchandise, food, the city's brand and retail products. Among the biggest draws for international visitors were edible items, including red bean bread made by Koryodang Bakery and snacks from Pungsimdang, both developed through partnerships between the city and private companies. Merchandise featuring