Shinsegae Hyper Ground Makes U.S. Debut with K-Beauty Pop-Up in New York

[Financial News] Shinsegae Hyper Ground, Shinsegae Department Store's K-brand platform, is making its debut in the U.S. market.
Industry sources said on the 5th that Shinsegae Department Store will operate the Shinsegae Hyper Ground New York pop-up store at Hudson Yards in New York through December 31. It is the first Hyper Ground pop-up in the United States, following launches in Thailand and Japan.
The event was launched after Shinsegae Department Store was selected in the first half of this year for the Ministry of Trade, Industry and Energy (MOTIE) and Korea Trade-Investment Promotion Agency (KOTRA)'s program supporting retailers' overseas expansion. Under the theme "Newtro Seoul—New York Edition," it will showcase Seoul's beauty and lifestyle culture to local customers and global tourists.
The pop-up space offers a modern reinterpretation of Seongsu-dong's creative atmosphere, the traditional beauty of Bukchon Hanok Village and Hannam's sophisticated sensibility. It is designed to let visitors experience Seoul's tastes and culture alongside the products on sale.
Hudson Yards, the venue for the event, is one of New York's major commercial districts, bringing together retail, cultural, office and residential facilities. The company said it attracts more than 14 million visitors annually and draws many high-income consumers because global companies are concentrated there.
About 30 brands will participate in the pop-up. The lineup includes skincare brands such as Sungboon Editor, mixsoon and Ongredients; makeup brands including Hince, BBIA and Milk Touch; and products in fragrance and body care, beauty devices, inner beauty and lifestyle.
The space is divided around the theme of a beauty routine that follows a day in Seoul. It includes "Seoul Morning & City Glow," which proposes a morning skincare routine; "Seoul Color," where visitors can try color makeup; "Seoul Senses," which introduces fragrances and lifestyle products; and "Night Reset," which offers ideas for relaxation and health care.
Shinsegae Department Store plans to collect responses from U.S. consumers and market data through the pop-up before assessing the potential for expanding its global business. It will also give participating brands opportunities to meet local consumers directly and support them in using the event as a test bed for entering the U.S. market.
PARK Sang-Eon, executive director in charge of new retail at Shinsegae Department Store, said, "Shinsegae Hyper Ground is evolving beyond a platform that connects promising domestic brands with customers into a growth platform that also supports their expansion into overseas markets. Through this New York pop-up, we will introduce competitive K-beauty brands to global customers and expand the potential of Korean lifestyle content."

[email protected] Jang Yu-ha Reporter