Korean skincare brand Beauty of Joseon, known for its SPF range, presents a unique pop-up experience, “Morning Moisturizer-SPF Grocery”, taking place at the heart of Times Square Plaza from May 7 to May 8, 2026.
Designed to spotlight the brand’s new Dayscreen Moisturizer SPF 30 alongside the bestselling Day Dew Sunscreen SPF 50, the activation reimagines sunscreen as an essential part of everyday morning routine - as intuitive and habitual as picking up daily groceries.
A Grocery-Inspired SPF Experience for Visitors
Transforming the heart of Times Square into a playful “SPF Grocery”, the pop-up invites visitors to explore sunscreen through a fresh, lifestyle-driven lens.
The experience unfolds through a curated journey:
Grocery Entrance Zone - Visitors are welcomed into the supermarket-inspired space
SPF Aisle - Visitors can test Beauty of Joseon’s two signature sunscreens in one place
Drink Tasting zone - Visitors can enjoy an exclusive BOJ x Matchaful ‘Rice Milk Green Tea Latte’
Photo Zone - An outdoor cart setup designed for sharable moments
Exit to Sephora - The experience concludes with a collaboration with Sephora Times Square, where visitors can redeem a free keyring with a miniature Dayscreen Moisturizer SPF 30 (10ml) on Friday (on Thursday, pick up Dayscreen Deluxe on site)
Location
Times Square Plaza - 1535 Broadway, New York, 10036 (Between W. 45th St and W. 46th St)
Opening Hours
May 7 : 3:30PM - 6:00PM
May 8 : 10:00AM - 6:00PM
Collaboration with Sephora (only on May 8th)
After visiting the pop-up, visitors can redeem their free miniature Dayscreen Moisturizer SPF 30 sample attached to a norigae-inspired keyring when visiting Sephora Times Square store.
Sephora Times Square presents a mini “Morning Moisturizer-SPF Grocery” where visitors can also enjoy various gifts upon purchase of Beauty of Joseon products ($40+: Mini Skincare Set, $60+: Mini Skincare Set + Exclusive Pouch)