Justin Bieber arrives in Seoul for Skylrk pop-up after 13 years
Archived — this story has rotated out of today’s deck. It is kept here in full.
The gist
Justin Bieber arrived in Seoul with wife Hailey, his first South Korea trip in about 13 years.
The visit centers on his Skylrk brand's first Seoul store and an audio installation.
Background
Justin Bieber is a 32-year-old Canadian pop star and co-founder of Skylrk, a fashion and lifestyle brand he launched in July last year selling clothing, shoes, sunglasses and audio products. He last performed in South Korea in 2013 on his "Believe" world tour, though he made a virtual appearance at the Weverse Con Festival in late 2021. The Seoul stop is the fourth physical activation for Skylrk, following Tokyo, Indio, California and New York City.
How it unfolded
- Oct 19, 2026Australian model Sahara Ray, once romantically linked to Bieber, died at age 34, her family told TMZ; no cause of death was revealed.
- Oct 20, 2026Puck News and TMZ reported Jay-Z and Roc Nation considered Bieber and Miley Cyrus for the 2027 Super Bowl Halftime Show before reportedly settling on Jay-Z himself.
- Oct 22, 2026Skylrk opened its first Seoul pop-up store in Seongsu-dong, with people waiting overnight ahead of the opening.
- Oct 23, 2026Bieber arrived at Incheon International Airport with his wife, model Hailey Bieber, in the early hours of Friday.
- Oct 23, 2026Bieber posted "Made it to Seoul" with selfies and photos of Seoul roadscapes, a sunset and bridges near the Han River, then shared photos of himself at the Skylrk store.
- Oct 23, 2026The Skylrk Seoul immersive audio experience, conceived and produced by Bieber using SKYLRK AUDIO speakers, opened and runs October 23-25, 2026, 10:00-22:00 at 36 Seongsuil-ro 6-gil, Seongdong-gu, Seoul.
Who’s saying what
- Public
- Fans waited overnight ahead of the Skylrk pop-up opening in Seongsu-dong.
- Analysts
- Reports said Jay-Z and Roc Nation weighed Bieber and Miley Cyrus for the 2027 Super Bowl Halftime Show before reportedly choosing Jay-Z.
Still unverified
The exact purpose of Bieber's trip was not disclosed; speculation tied it to the Skylrk pop-up. The report that Jay-Z and Roc Nation considered Bieber and Miley Cyrus before choosing Jay-Z for the 2027 Super Bowl Halftime Show is not officially confirmed. Sahara Ray's cause of death has not been revealed.