Shinsegae Hyperground pop-up store in Taiwan. [Provided by Shinsegae Department Store]
Shinsegae Hyperground pop-up store in Taiwan. [Provided by Shinsegae Department Store]

Shinsegae Department Store announced Monday that it will operate K-fashion and K-beauty pop-up stores in Taiwan and Malaysia through its overseas expansion platform Hyperground.

The department store will run separate fashion and beauty pop-ups at Breeze Center in Taipei, Taiwan, and Seibu Department Store in Kuala Lumpur, Malaysia. Hyperground is Shinsegae's platform for identifying promising domestic brands and introducing them to major cities abroad. This year, the platform has already staged pop-ups at Hudson Yards in New York and in Shibuya, Tokyo.

The Taiwan pop-up will be held on the first-floor luxury hall of Breeze Center, a landmark Taipei shopping mall that opened in 2001. Over roughly four months through February next year, it will feature six women's contemporary brands in succession, including Recto, Marie Claire and In Silence.

The Malaysia pop-up has opened on the first floor of Seibu Department Store in Kuala Lumpur. Over roughly five months through March next year, it plans to showcase more than 10 brands with a focus on K-beauty. The first showing features fashion brands Marie Claire and Tansan Magnesium alongside beauty brands Headspa7, Fivebybe and Dinto.

"Following New York and Shibuya this year, Shinsegae Hyperground is expanding its reach by launching pop-ups for the first time in Taipei and Kuala Lumpur," said Park Sang-eon, executive director of new retail at Shinsegae Department Store. "We will consistently introduce K-brands tailored to each market's characteristics and broaden our platform role so that competitive domestic brands can make their mark on the global stage."


korean@heraldcorp.com