The ‘City of Glow’ pop-up marked a significant milestone for Korean skincare brand Anua, showcasing its growing global presence and rising influence in the North American beauty market. Held on Melrose Avenue in Los Angeles from September 19–21, the three-day immersive event attracted more than 4,000 visitors, highlighting the brand’s expanding reach and consumer appeal.

Organized alongside Anua’s ‘Super Brand Day’ (SBD) campaign on TikTok Shop, the pop-up integrated offline experiences with strong digital engagement. The space reflected Anua’s focus on “clear, radiant, glowing skin” through interactive elements, including “glow-inspired installations, sampling stations, and a dedicated photo zone featuring its mascot, Dotty.” Visitors also had the opportunity to explore limited-edition merchandise and try the brand’s most popular skincare products.

Complementing the Los Angeles event, Anua extended its visibility across the U.S. with a large-scale digital activation in Times Square, New York, further strengthening its position in the competitive global skincare landscape.

Image Credit: Anua