Largest booth at the fair showcases promising K-beauty and fashion brands

Visitors browse promising K-brands introduced by Hyundai Department Store at the 2026 Melbourne Korean Brand & Entertainment Expo, held Friday and Saturday (local time) in Melbourne, Australia. [Hyundai Department Store]
Visitors browse promising K-brands introduced by Hyundai Department Store at the 2026 Melbourne Korean Brand & Entertainment Expo, held Friday and Saturday (local time) in Melbourne, Australia. [Hyundai Department Store]

Hyundai Department Store said it operated a promotional pavilion showcasing K-brands at the 2026 Melbourne Korean Brand & Entertainment Expo (KBEE 2026), held Friday and Saturday (local time) in Melbourne, Australia.

Organized by the Ministry of Trade, Industry and Resources and KOTRA, the expo was designed to expand export opportunities for K-brands. The pavilion, set up by Hyundai Department Store in partnership with strategic partner Mediquarters, spanned 96 square meters — the largest among all participating companies.

Hyundai Department Store presented flagship products from 13 brands in total, including domestic derma-beauty labels Wellage and The Yoo, and K-fashion brands Laura Rora, Mahagrid, Stand Oil and The Blouvers. The pavilion also featured popular items from Withmu, an IP platform that distributes merchandise tied to Hyundai Department Store's own character Heendy as well as K-pop artists including G-Dragon and Stray Kids.

Promotions offering product tastings, free gifts and a stamp rally drew strong responses from visitors. A total of 10,000 people visited the pavilion over the two days.

Yoo Hee-yeol, executive director of Hyundai Department Store's fashion business division, said Oceania — including Australia — is a market with significant untapped potential, as opportunities to experience Korean culture and brands there are relatively limited. "We will continue to actively support promising K-brands in their push into global markets," Yoo said.


spa@heraldcorp.com