Daniel Wellington launches Moments of Hygge pop up in Seoul

Fashion timepiece maker Daniel Wellington has launched a pop-up in Doota Duty Free, downtown Dongdaemun in Seoul.

The Doota X DW pop-up “DW Moments of Hygge” will be open through to July 31, designed to “celebrate the small moments of happiness in life”. The opening is timed to coincide with the release of a classic watch and bracelet with red accents to reflect the colour that represents happiness in the Chinese culture, and will feature a number of customer exclusive offers at the location.

The store is inspired by the Scandinavian Hygge philosophy, which espouses seeking happiness and contentment in moments of cosiness and pleasure in simplicity. A press release released by the firm quotes author Meik Wiking’s The Little Book of Hygge with “Hygge … is about being with the people we love. A feeling of home. A feeling that we are safe, that we are shielded from the world and [we] allow ourselves to let our guard down.”


The pop-up is serving ice-cold cold-brew coffee in artisanal glass flasks, paired with a traditional honey cinnamon “yakgwa” cookie, a Korean treat.

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