There's a magical word in Sweden—"lördagsgodis"—that describes the weekly tradition of indulging in candy every Saturday. Now, you can partake in that tradition (not just on Saturdays) thanks to a newly opened pop-up in Soho from Swedish candy brand BUBS.
BUBS has been around since 1992, but it became TikTok famous in 2024 for its chewy-foamy and sweet-sour confections in darling designs. Now, the brand is hosting a "Sweeteasy," a.k.a. its first U.S. pop-up. It's a Wonka-esque wonderland with sweet treats and colorful design at every turn.
Inside, you'll find a pick-and-mix candy bar where you can craft your ultimate candy bag ($14.39/pound) with exclusive Swedish-only flavors, plus the brand's new U.S. lineup. Expect tutti-fruti, banana toffee, strawberry vanilla and lemon raspberry confections. There are plenty of photo opps inside, as well, and plenty of BUBS-branded merch you can purchase to take home.
Find the Sweeteasy at 69 Mercer Street through October 22. The pop-up is free to enter with no tickets needed. It's open from 11am–7pm Monday-Saturday and 12–5 p.m. Sunday. For opening day, September 25, hours are 12pm–7pm.