Justin Bieber is putting his celebrity reach behind a business beyond music, visiting a Seoul store as his fashion and lifestyle brand, SKYLRK, makes its debut in South Korea.
The pop star repeatedly featured the temporary store in social media posts, mixing images from the venue with snapshots of his arrival and outings around Seoul. His personal updates doubled as a showcase for the brand, bringing its introduction to a new market directly to his followers.
The appearance marked a different setting for a singer whose previous visit to South Korea came about 13 years ago, when he performed his first concert in the country in 2013. This time, the photographs he shared included a retail space bearing his own label.
Bieber arrived at Incheon International Airport with his wife, Hailey Bieber, on Oct. 23. “Made it to Seoul,” he wrote on social media that day, accompanying the message with photographs from the trip. He continued posting scenes from his time in the capital after their arrival.
The SKYLRK store is in Seoul’s Seongsu neighborhood. Bieber shared several photographs from inside the venue, documenting his appearance at the brand’s first South Korean showcase.
Dressed casually, he posed for pictures around the store and joined people at the venue for a game of table tennis, adding an informal moment to the brand’s introduction.
