Shinsegae Department Store steps up overseas expansion of K-fashion and beauty brands, holding first pop-ups in Taiwan and Malaysia

[Financial News] Shinsegae Department Store is expanding the operating regions of Shinsegae Hyper Ground, a platform that supports promising Korean fashion and beauty brands in their overseas expansion, to Taiwan and Malaysia.
According to industry sources on the 9th, Shinsegae Department Store will launch Shinsegae Hyper Ground pop-up stores at Breeze Center in Taipei, Taiwan, and Seibu Department Store in Kuala Lumpur, Malaysia.
Shinsegae Hyper Ground is a global expansion platform through which Shinsegae Department Store discovers promising Korean brands and introduces them in major cities overseas. After operating pop-up stores at Hudson Yards in New York and in Shibuya, Tokyo, this year, it is stepping up the expansion of its global business by broadening its reach to Taiwan and Malaysia.
The Taiwan pop-up store will open on the first floor of the luxury goods section at Breeze Center, one of Taipei’s leading shopping malls. Opened in 2001, Breeze Center is in the heart of Taipei’s East District, a major shopping area packed with leading fashion brands and cafes.
Over approximately four months through February next year, the pop-up will introduce six Korean contemporary womenswear brands in succession. The lineup will begin with RECTO, a fashion brand that champions “New Classic,” followed by Marie Claire and INSILENCE, among others.
In Malaysia, the pop-up store will operate on the first floor of Seibu Department Store in Kuala Lumpur. Seibu is located in The Exchange TRX, a mixed-use shopping complex that opened in 2023 in TRX (Tun Razak Exchange), Kuala Lumpur’s emerging financial district.
The Malaysia pop-up will run for approximately five months through March next year, introducing around 10 brands in succession, primarily in K-beauty, targeting people in their 20s and 30s and K-pop consumers. The first event will feature fashion brands Marie Claire and Tansan Magnesium, as well as beauty brands HEAD SPA 7, FIVE VIBE and Dinto.
Shinsegae Department Store plans to gauge local consumers’ reactions and purchasing demand through the pop-ups and assess the growth potential of Korean fashion and beauty brands in Taiwan and Southeast Asia. Based on those findings, it will strengthen cooperation with local retailers and explore additional business opportunities.
Park Sang-eon, executive vice president in charge of New Retail at Shinsegae Department Store, said, “Shinsegae Hyper Ground is expanding its footprint this year, presenting pop-ups for the first time in Taipei, Taiwan, and Kuala Lumpur, Malaysia, following New York and Shibuya. We will continue to introduce K-brands tailored to the characteristics of each market and broaden the platform’s role so that competitive Korean brands can reach the global stage.”

[email protected] Jang Yu-ha Reporter