P'Jong Opens BE;FREEK Pop-Up Store, Says He Wants to Be Thai, Reports 120% Better Health
Korean YouTuber P'Jong launched his BE;FREEK streetwear pop-up store at Siam Center, featuring oversized casual wear with a philosophy centered on freedom of expression and personal identity.
P'Jong, the viral South Korean YouTuber, officially launched his BE;FREEK POP-UP STORE at Siam Center's ground floor on May 12, 2026, drawing enthusiastic fans. The young entrepreneur explained that BE;FREEK started simply from his love of wearing comfortable yet stylish clothes with identity and meaning. The modern streetwear brand blends casual with premium feel, focusing on oversized silhouettes with everyday wearability while maintaining strong brand character and details. P'Jong is heavily involved in the creative direction, from collection concepts and fitting to the brand's mood and tone. The semicolon serves as the brand's signature symbol, reinterpreted to represent "continue"—reflecting the idea that life may pause but doesn't end, allowing people to move forward in their own way. This philosophy aligns perfectly with BE;FREEK's mission to support freedom of expression without being bound by convention. The pop-up store offers oversized t-shirts as the main product, along with matching sets, sweatshirts, hats, socks, and everyday street essentials that can be mixed and matched for various looks. Future plans include expanding beyond fashion while maintaining the brand's core identity, with many new products coming soon. Customer feedback has been positive, with people appreciating that the clothes are beautiful, cool, and easy to wear for everyone. The store features a new collection with special items, and the product range now includes t-shirts, hats, pants, bags, and new boxy-style sweatshirts.
