Shinsegae Hyperground Opens Showroom at Shanghai Fashion Week

Shinsegae Hyperground, K-Fashion Export Platform,
to Open Shanghai Showroom from the 25th... Four Brands Selected

Shinsegae Hyperground announced on the 23rd that it will participate in the "Shanghai Fashion Week," where global fashion and distribution companies gather in one place, for five days starting from the 25th.

Photo of Shinsegae Hyperground Milan showroom in 2024. Shinsegae Department Store.

Shinsegae Hyperground is Shinsegae Department Store's platform supporting the overseas expansion of K-fashion. It will open a showroom at the official fashion order exhibition, "Mode Shanghai," together with domestic brands.

This Shanghai showroom will feature K-fashion brands with a strong fanbase due to their unique designs, including "Vegan Tiger," "Stymilone," "BLR," and "Toytte." These four brands were carefully selected based on their proven overseas growth potential at last year's Milan showroom.

Shinsegae Hyperground will create individual booths for each brand to further highlight the identity of each single brand. During the event, it will provide pre-marketing support using Shinsegae's networking, such as sending invitations and promoting on social media targeting overseas buyers. Through this, the brands participating will be able to focus solely on consultations and orders. If contracts are signed, practical support will also be provided for all export processes, including customs clearance and logistics, which are essential for the brands.

Since its launch, Shinsegae Hyperground has continued to achieve remarkable results. In 2023, about 160 brands participating on Shinsegae Hyperground's own wholesale site conducted order consultations worth approximately 5 billion KRW. Last year, it operated an offline showroom, opening export opportunities for K-fashion brands.

In September last year, during Milan Fashion Week, it opened a "K-fashion exclusive pavilion" supporting about 10 brands. Among them, four brands entered overseas famous select shops and department stores. Shinsegae Hyperground's flagship brands, "Vegan Tiger" and "Studio & Park," successfully signed contracts to enter "Antonia," a high-end select shop representing Milan, Italy, becoming the first Korean fashion brands to do so. The military-concept menswear brand "Asparagus" opened a store in "Steffl," Austria's largest department store, achieving concrete results.

Park Sang-eon, head of Shinsegae Department Store Factory, said, "Shinsegae Hyperground opened this Shanghai showroom to help domestic designer brands expand widely overseas," adding, "We will continue to provide diverse and practical support to promote K-fashion abroad."