Bubs, the Swedish candy brand that has become a viral sensation on TikTok, is celebrating its U.S. launch with its first-ever retail pop-up at 69 Mercer St. For a limited time, New Yorkers can step inside the super-sweet Bubs “Sweeteasy” in SoHo and discover the playful world inspired by Sweden’s famous lördagsgodis — the weekly tradition of indulging in candy every Saturday.
The Bubs “Sweeteasy” in New York City is open through Wednesday, Oct. 22, 2025, becoming the brand’s first brick-and-mortar pop-up in the U.S. following last month’s nationwide launch. Highlights include a pick and mix candy bar that allows guests to craft their own bags with exclusive Swedish-only flavors as well as the brand’s new U.S. lineup, a photo location and exclusive merchandise.
“Our first-ever U.S. pop-up marks an incredibly exciting moment for Bubs,” said Åsa Gisel, head of marketing at Bubs. “We’re thrilled to finally invite American fans to experience our candy and our culture in person. The Sweeteasy celebrates the Swedish tradition of lördagsgodis while giving U.S. fans a chance to taste and take home a piece of the joy that makes Bubs so beloved.”
The space was secured in partnership with Pep Real Estate.
