The Shinsegae Hyperground popup at Central department store in Thailand. [Shinsegae Department Store]
The Shinsegae Hyperground popup at Central department store in Thailand. [Shinsegae Department Store]

Shinsegae Department Store is expanding Shinsegae Hyperground, its global retail platform that helps promising domestic brands enter overseas markets.

The company announced it will host a K-brand showcase popup, "K-Experience Fair," at Central department store in Thailand through July 31.

Seven Korean fashion, beauty and food-and-beverage brands are taking part. On the fashion side, Tanat, Ratigen and Three Times will participate, while beauty brands Dear Dahlia, Tone28 and Berrys will open booths. Wellness coffee brand Sans rounds out the lineup. Beyond product sales, the event features experiential programming including K-makeup demonstrations and a lucky draw.

Shinsegae Department Store will provide local publicity and marketing support, and has invited more than 20 prominent Thai influencers to mark the popup's opening. The company is also running digital marketing campaigns on social media, targeting younger customers with a strong interest in K-culture.

The collaboration is expected to broaden Shinsegae Hyperground's global retail network. The platform has previously staged K-fashion and beauty popups at Isetan department store in Tokyo and Printemps in Paris. Shinsegae plans to extend its partnerships into North America and other markets to help Korean brands gain a foothold abroad.


korean@heraldcorp.com