Nike opens a "Jordan World of Flight" concept store in the trendy Hongik University area of northwestern Seoul on Friday.
The specialty store sells nothing but Air Jordan brand sneakers and apparel.
It is only the third store of its kind in the world after Milan and Tokyo.
Air Jordans became hugely popular thanks to a nifty marketing campaign centered around NBA star Michael Jordan in 1985 and Nike sold US$130 million worth of the shoes in the first year.
Last year, Air Jordan brand sales totaled $4 billion, and now Hollywood blockbuster starring Matt Damon and Ben Affleck about the birth of the brand is adding to the hype.
The huge two-story outlet in Seoul will offer customized Air Jordan sneakers based on the original model as well as all manner of merchandise, with promotional videos and the like being screened around the premises.