Hyundai Department Store Showcases 13 K-Brands in Melbourne; 10,000 Visit in Two Days

Operated a 96-square-meter promotional pavilion with Mediquitous
Participating brands included Wellage and Stand Oil
Showcased everything from beauty and fashion to K-pop merchandise

Hyundai Department Store has introduced 13 K-beauty and fashion brands in Melbourne, Australia, and is supporting their entry into the local market. The promotional pavilion drew 10,000 visitors over the two-day event.

A scene from the 2026 Melbourne Hallyu Expo, held in Melbourne, Australia, on the 6th and 7th, where promising K-brands participating alongside Hyundai Department Store were introduced to local customers. Provided by Hyundai Department Store.

Hyundai Department Store said on November 8 that it had taken part in the 2026 Melbourne Hallyu Expo (KBEE 2026), held on November 6 and 7 at the Melbourne Showgrounds in Australia, and operated a pavilion promoting K-brands.

Organized by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA), the expo brought together around 100 Korean consumer goods companies. Hyundai Department Store worked with Mediquitous, a strategic partner in its program supporting K-brands' expansion overseas, to set up a 96-square-meter pavilion (about 30 pyeong), the largest among the participating companies.

Thirteen brands took part in the pavilion, including derma-beauty brands Wellage and The U, and fashion brands rolarola, Mahagrid, Stand Oil and Double Lovers. The pavilion also showcased merchandise featuring Heendy, Hyundai Department Store's original character, and products from Withmuu, a platform selling merchandise from K-pop artists such as G-Dragon and Stray Kids.

In addition to displaying products, the pavilion offered experiential programs such as food and drink tastings, giveaways and a stamp event. Hyundai Department Store said it used the event as an opportunity to introduce Korean brands to local consumers and buyers and gauge market response.

Yoo Hee-yeol, executive director of Hyundai Department Store's Fashion Division, said, "Oceania, including Australia, is a market with significant potential for expansion: favorable sentiment toward the Korean Wave is growing rapidly, while opportunities to experience Korean culture and brands remain relatively limited. Building on our successful experience supporting overseas expansion in Asia and Europe, we will continue to actively help promising K-brands enter global markets."

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