# Viral K-Beauty Pop-Ups Anua Hosted its 'City of Glow' Pop-Up in L.A. By Debra John | Published 2025-09-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/city-of-glow-popup References: [anua](https://anua.com/3)  The 'City of Glow' pop-up marked a significant milestone for Korean skincare brand [Anua](https://www.trendhunter.com/trends/dew-on-the-go), 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](https://www.trendhunter.com/trends/largescale-popup-event), 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 ## Trend Insights (Trend Hunter) - Score: 8.3/10 - Popularity: 98% | Activity: 100% | Freshness: 51% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What's Driving This Trend - **Immersive Brand Experiences:** Pop-up events like Anua's 'City of Glow' demonstrate a growing trend towards creating engaging, multi-sensory experiences that blur the lines between online and offline consumer interactions. - **Digital-physical Integration:** Combining digital campaigns with in-person events, as seen in Anua's pop-up and corresponding TikTok Shop campaign, illustrates a shift towards hybrid marketing strategies that leverage both environments for greater consumer reach. - **Social Media-driven Commerce:** The integration of Anua's 'Super Brand Day' on TikTok Shop highlights the increasing importance of social media platforms as powerful channels for commercial activity and brand storytelling. ### Who This Affects Most - **Beauty and Skincare:** The expansion of brands like Anua into North American markets indicates continued innovation and competition within the global beauty industry, particularly through culturally resonant marketing strategies. - **Event Marketing:** The success of Anua's pop-up exemplifies the potential for growth in the event marketing industry as brands seek to create memorable, interactive experiences that engage consumers on multiple levels. - **Digital Marketing:** Anua's large-scale digital activation and social media engagement underscore the transformative role of digital marketing in reaching diverse audiences across geographies. ## Related on Trend Hunter - [Large-Scale K-Beuaty Pop-Up Events](https://www.trendhunter.com/trends/largescale-popup-event.md) - [K-Beauty Pop-Ups](https://www.trendhunter.com/trends/in-new-york.md) - [Immersive Multi-Brand Beauty Pop-Ups](https://www.trendhunter.com/trends/seoul-in-the-city.md) - [Next-Gen K-Beauty Pop-Ups](https://www.trendhunter.com/trends/nextgen-kbeauty.md) - [Immersive Night-Market Skincare Events](https://www.trendhunter.com/trends/night-market-popup.md) - [Uniquely Commemorative Skincare Pop-Ups](https://www.trendhunter.com/trends/beauty-night-market.md) - [Immersive Personalized Skincare Pop-Ups](https://www.trendhunter.com/trends/glass-skin-atelier.md) - [Clinical K-Beauty Pop-Ups](https://www.trendhunter.com/trends/clinical-kbeauty-popups.md) - [Immersive K-Beauty Pop-Ups](https://www.trendhunter.com/trends/immersive-kbeauty-popups.md)