The SNOWS pop-up store at Lotte World Mall in Seoul is a limited-time winter dessert event running until January 25, 2026. It features unique desserts inspired by Hokkaido's winter landscapes and fresh milk, with popular items like Snowball and Snow Sand. Due to high demand, arriving early or checking stock is recommended.
Why is the SNOWS Seoul Pop-Up Causing Such a Frenzy?
On New Year's Day, a visit to Lotte World Mall in Seoul revealed an unexpected crowd. The long line outside the Emis store was for the pop-up of the Japanese dessert brand 'SNOWS.' While its previous pop-up at The Hyundai Seoul was also popular, the energy on New Year's Day was even more intense. SNOWS is a limited-edition dessert brand available only during the winter season, drawing inspiration from Hokkaido's winter scenery and fresh milk, creating a unique charm. The pop-up space itself is designed with calming colors and evokes a snow-covered winter, giving the impression of a winter gift. This aesthetic design and the exclusivity of a seasonal offering seem to be the main drivers for people willing to queue up for hours, whether for gifts or a special experience. I, too, joined the long line, imagining the recipient's delight.
What Desserts Can You Buy at the SNOWS Seoul Pop-Up?
While waiting in the long queue, I checked the menu. The most representative and popular item was the 'Snowball,' available in a set of nine. The 'Snow Sand' also seemed like a good option for gifts. After some deliberation, I chose the highly sought-after Snowball Black. SNOWS' Snow Sand features thin, crispy cookies with fresh chocolate in between, giving it an artisanal and delicate feel. It comes in white and black varieties, with white offering a milder, creamier taste and black providing a richer chocolate flavor. For gifting, a mixed set of 16 pieces is also a great choice. The packaging, adorned with illustrations of snowy winter landscapes, is delightful and makes a wonderful impression. The reusable tin design is also a plus. The Snowball Black I purchased is a fresh truffle chocolate with a creamy filling, and the cocoa powder coating gives it a surprisingly deep flavor. It's even more delicious when served chilled.
SNOWS' Special Winter Desserts: Morino-ki Black and Snowball
Besides the Snowball, another eye-catching dessert was 'Morino-ki Black.' This uniquely shaped chocolate stick is a crispy chocolate treat. Inside, crushed crepe sheets and finely chopped almonds add a rich texture. The random assortment of three shapes adds an element of surprise and fun to the unboxing experience. While Snow Sand and Snowball are perfect for those who prefer a softer texture, Morino-ki Black is ideal for those who enjoy a satisfying crunch.
Who Should You Gift SNOWS Desserts To?
SNOWS desserts are perfect for those who prefer a sweetness that isn't overpowering, anyone looking for a gift with beautiful packaging, and those seeking a special, seasonal treat instead of ordinary chocolate. I highly recommend visiting the SNOWS Lotte World Mall pop-up store for year-end and New Year's gifts or as a token of appreciation. It's located on the B1 floor of Lotte World Mall, near the Emis, Zara Home, and Hagos House stores, making it easy to find. Head towards Exit 10 of Jamsil Station, enter Lotte World Mall, turn right, and proceed straight.
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