Hyundai Department Store backs K-brands’ expansion into Australian sales channels... 10,000 visitors over two days

[Financial News] Hyundai Department Store has stepped up efforts to help K-brands expand their overseas sales channels, showcasing promising Korean brands in Australia.
According to industry sources on the 8th, Hyundai Department Store took part in the “2026 Melbourne Hallyu Expo (KBEE 2026),” held at Melbourne Showgrounds in Australia on the 6th and 7th, and ran a promotional pavilion showcasing promising Korean brands.
The expo was organized by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA) to help Korean companies explore overseas markets and expand exports. Around 100 Korean consumer goods companies took part. Together with Mediquitous, a partner in Hyundai Department Store’s program to support K-brands’ overseas expansion, the department store set up a 96-square-meter (about 29-pyeong) pavilion, the largest among the participating companies.
The pavilion showcased signature products from 13 promising Korean brands, including those in K-beauty and fashion. Dermacosmetics brands Wellage and The Iyu, as well as fashion brands rolarola and MAHAGRID, took part. The pavilion also introduced merchandise featuring Heendy, Hyundai Department Store’s own character, and products from Withmuu, a platform that sells merchandise by popular K-pop artists.
The expo also featured hands-on activities where local customers could experience K-brands for themselves. Promotions included product displays, tastings and samples, giveaways, and stamp events. The pavilion attracted 10,000 visitors over the two-day event.
Yoo Hee-yeol, head of Hyundai Department Store’s fashion division and an executive director, said, “In Oceania, including Australia, interest in the Korean Wave is growing rapidly, while opportunities to experience Korean culture and brands remain relatively limited, making it a market with enormous potential for expansion. We will continue to actively support promising K-brands as they enter global markets.”
[email protected] Jang Yu-ha Reporter