Post-COVID-19, eco-friendly pop-up stores have emerged as a dynamic and experiential extension of outdoor advertising, capturing the attention of global consumers, including Chinese tourists. While these short-term retail spaces effectively communicate brand values, they also raise environmental concerns, underscoring the need for ESG-aligned solutions. This study applies the S-O-R theory to investigate the characteristics of pop-up store, their perceived eco-friendly attributes, and their impact on perceived value, eco-consciousness, and the intention to visit. Based on a survey of 244 Chinese tourists with experience traveling to Korea, the findings reveal that pop-up store characteristics and eco-friendly attributes significantly enhance perceived emotional and social value. In turn, perceived value positively influences both eco-consciousness and visit intention. Eco-consciousness further serves as a partial mediator between perceived value and visit intention, while FOMO (Fear of Missing Out) moderates this relationship, amplifying the influence of perceived value on behavioral intent. These results highlight the potential of eco-friendly pop-up stores as a sustainable outdoor advertising strategy, leveraging unique and engaging consumer experiences to drive visitation. This study offers actionable insights for aligning pop-up store marketing with environmental objectives and enhancing their role as interactive, sustainable platforms for global consumer engagement.