In this tenth episode of BMI, we are thrilled to introduce Nayoung Yoon as our guest. Nayoung is a PhD candidate in Marketing at Aalto University in Finland and currently visiting RHUL. Nayoung studies experiential marketing and the critical examination of excess and desire in contemporary capitalism. In the episode today, Nayoung will share with us about her fascinating research on Korean pop-up store boom-a retail trend that’s not only about shopping, but also about spectacle, emotion, FOMO and more. Nayoung will explain why this retail phenomenon is so unique and what implications it has for marketers and retailers.