Shinsegae Hyper Ground Launches K-beauty Pop-up at CentralWorld, Thailand’s Largest Shopping Destination

Shinsegae Department Store is targeting global customers by launching a K-beauty pop-up in collaboration with various brands at CentralWorld, the largest shopping destination in Southeast Asia, located in Bangkok, Thailand.
According to Shinsegae Department Store on the 6th, Shinsegae Hyper Ground will operate a pop-up store at CentralWorld, Bangkok’s largest shopping mall, until January 30 next year, featuring 15 K-beauty brands in one place.
The pop-up brings together 15 domestic K-beauty brands across a range of categories, from skincare and makeup to fragrances. Brands such as MEDI-PEEL, GLOW, VT Cosmetics, irecipe, and isoi are included—emerging names that are gaining attention not only in Korea but also in Japan, the United States, and Southeast Asian markets. The event reflects the latest beauty trends, including vegan ingredients and naturalistic concepts favored by Thai consumers in their 20s and 30s, as well as trendy color cosmetics.
Shinsegae Hyper Ground plans to use local customer feedback from this pop-up to expand collaborations with major Thai distributors next year, actively supporting the global expansion of domestic emerging brands.
This pop-up is designed as a comprehensive cultural event, offering more than just cosmetics sales. Visitors can experience traditional Korean games such as yutnori, top spinning, and tuho. To celebrate the opening, an 'Opening Night' event will be held on the 7th, inviting over 60 popular local influencers and featuring a catering service with Korean desserts and traditional beverages.
Sangun Park, Executive Director of New Retail at Shinsegae Department Store, stated, “We will continue to develop Shinsegae Hyper Ground as a ‘K-lifestyle platform’ for global customers.”
wonder@fnnews.com Jung Sang-hee Reporter