Short, sweet and full of surprises: Brands using pop-ups to showcase wares

Brands are using pop-ups to showcase their wares as these are fun and appeal to audiences looking for novel experiences

You can hardly go a week these days without hearing about a new pop-up.

It can be a temporary space selling snacks in your office, another selling the merchandise of a K-pop girl group or a major make-up brand promoting its wares.

Some, such as The Dessert Museum and The Bubble Tea