Shinsegae Hyperground Enters Taiwan, Malaysia for First Time, Expanding K-Fashion and Beauty Markets

Fashion brands including RECTO and Marie Claire to be featured in succession at Taipei's Breeze Center
Around 10 brands, including Dinto and Headspa7, with a focus on K-beauty, to be showcased at Seibu in Kuala Lumpur

Shinsegae Department Store’s overseas expansion platform for Korean brands, Shinsegae Hyperground, is opening pop-up stores in Taiwan and Malaysia for the first time to introduce K-fashion and beauty brands. Following New York and Tokyo, it is expanding its overseas business to major commercial districts in Asia.

Shinsegae Department Store said on November 9 that it will operate fashion and beauty pop-up stores at Breeze Center in Taipei, Taiwan, and Seibu Department Store in Kuala Lumpur, Malaysia.

Shinsegae Hyperground is a platform through which Shinsegae Department Store discovers promising Korean brands and introduces them in major cities overseas. After holding pop-ups this year at Hudson Yards in New York and in Shibuya, Tokyo, it has now expanded to Taiwan and Malaysia.

The Taiwan pop-up will run for about four months, through February 2027, on the first floor of Breeze Center’s luxury goods department in Taipei. It will showcase six contemporary womenswear brands in succession. RECTO, known for its minimalist designs, will be the first to participate, followed by Marie Claire and INSILENCE, among others. The participating brands and store displays will change with each round.

The Malaysia pop-up is located on the first floor of Seibu Department Store at The Exchange TRX, a mixed-use shopping mall in Kuala Lumpur. For about five months, through March 2027, it will showcase around 10 fashion and beauty brands targeting people in their 20s and 30s and K-pop consumers. The first round features fashion brands Marie Claire and Tansan Magnesium, along with beauty brands Headspa7, FiveVibe, and Dinto.

Through these pop-ups, Shinsegae Department Store plans to gauge local consumer responses and explore further opportunities for Korean brands to enter these markets in collaboration with local distributors.

Park Sangeon, executive director in charge of new retail at Shinsegae Department Store, said, “This year, Shinsegae Hyperground is expanding its reach by presenting pop-ups for the first time in Taipei, Taiwan, and Kuala Lumpur, Malaysia, following New York and Shibuya. We will continue introducing K-brands tailored to each market and expand the platform’s role in helping competitive Korean brands reach global markets.”

This content was produced with the assistance of AI translation services.