Justin Bieber hits Seongsu for Skylrk’s Seoul debut
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Justin Bieber is reportedly in Seoul to promote his fashion and lifestyle brand, Skylrk, which he launched in July 2025.
PHOTO: SEONGSU_BIBLE/INSTAGRAM
- Justin Bieber visited Seoul for the first time since 2013 to promote his brand Skylrk, not to perform. He arrived with Hailey Bieber and posted, "Made it to Seoul".
- Skylrk opened its first pop-up store in Seongsu-dong on Oct 22 and drew large crowds. Fans queued from dawn, hoping Bieber would appear.
- Bieber launched Skylrk in July 2025 after leaving Drew House. The brand sells clothes, shoes, sunglasses and audio products, but he had not made an official store appearance by press time.
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SEOUL – Thirteen years after his last concert in South Korea, Justin Bieber is back in the country – not as a pop star on stage, but as an entrepreneur promoting his own brand.
Bieber and his wife Hailey arrived at Incheon International Airport in the early morning of Oct 23, a day after his fashion and lifestyle brand Skylrk opened its first pop-up store in eastern Seoul’s Seongsu-dong neighbourhood, news reports said on Oct 23.
Videos of the couple circulating on social media showed Bieber wearing a hooded jacket, brown pants and sneakers, with his hood pulled low as he checked his phone while walking through the airport.
Hailey was seen wearing a long blue coat and black pants.
Bieber announced his arrival on social media shortly after landing, posting selfies and snapshots of Seoul with the caption: “Made it to Seoul.”
The visit is his first trip to South Korea since his concert there in 2013 as part of his world tour promoting his third studio album, Believe.
This time, he is reportedly in Seoul to promote Skylrk, which he launched in July 2025.
In April 2025, he launched the brand after leaving Drew House, which he co-founded in 2019 with stylist Ryan Good. The brand sells clothing, shoes, sunglasses and audio products.
The brand’s Seoul pop-up store, which is open through Oct 25, has attracted large crowds since opening, with some fans lining up as early as dawn in the hope that the singer might visit the store.
He visited his brand’s pop-up store in Tokyo, Japan, in December 2025.
At around 9.30am, Bieber and Hailey were spotted on the rooftop of the building hosting the pop-up store, accompanied by brand representatives and security personnel.
However, he had yet to make an official appearance at the store as at press time.
While this marks the couple’s first visit to South Korea together, Hailey was in Seoul in late May.
During that trip, she posted photos on social media of herself enjoying mango shaved ice at a Seoul hotel and browsing snacks at a supermarket or convenience store.
Bieber and Hailey, one of Hollywood’s most high-profile couples, married in 2018 and welcomed their son, Jack Bieber, in August 2024. THE KOREA HERALD/ASIA NEWS NETWORK