26 Leading K-Pet Brands to Participate
First Event Targeting Foreign and MZ Generation Customers
Hyundai Department Store announced on May 8 that it will hold the "The Hyundai Pet Fair" from May 9 to 11 on the second floor of the select shop "EQL Grove" located in Seongsu-dong, Seongdong-gu, Seoul.
This event marks the first time Hyundai Department Store is hosting a pet fair in an external space. Visitors will be able to experience the latest trends related to companion animals and discover a wide range of trending K-pet brands that are currently popular online, all in one place.
The event will feature 26 K-pet brands with strong fandoms among the younger generation on social networking services (SNS). These brands will showcase a total lineup of pet-related products, ranging from pet clothing and bags to handmade treats, strollers, furniture, and accessories.
Key products include the "Dim Sum Bag" by "Design for Dog," a brand famous for its dog walking bags; "Gaeryas," a pet product launched by BYC, Korea's leading underwear company, for dogs; and merchandise from "Kingyul (Kingbannun Kim Yul)," a pet YouTuber with 370,000 subscribers.
The event will also offer a variety of attractions and interactive experiences. The venue will be decorated with large balloons and graphic images featuring "Heendi," Hyundai Department Store's own character. At the photo zone, operated by the pet photography studio "Byul Photo Studio," visitors can take photos with a new concept set against the backdrop of Gyeonghoeru. There will also be a dog playground where visitors can experience pet agility activities and enjoy various pet culture programs such as "Meongtaro" and "MeongBTI."
Hyundai Department Store expects this pop-up event to attract more foreign customers. Interest in K-pet brands with high quality, emotional design, and safety features is rapidly increasing in the global market, which is driving a surge in demand from foreign customers. In particular, Seongsu-dong, where the event will be held, is considered a must-visit destination for foreign tourists visiting Seoul.
In fact, the proportion of sales to foreign customers at "We Pet," Hyundai Department Store's pet specialty select shop located in The Hyundai Seoul, more than doubled from 14% in 2023 to 30% in 2024. Hyundai Department Store explained that many foreign customers at The Hyundai Seoul purchase these products as gifts.
The company also expects to contribute to the growth of its partner brands. Since most of the participating brands are small and medium-sized, online-based businesses, Hyundai Department Store anticipates that the event will create shared growth opportunities by helping these brands expand their sales channels and increase brand awareness.
A Hyundai Department Store representative stated, "We have prepared this space to bring our department store content closer to customers' daily lives, allowing them to experience and enjoy it firsthand. We will continue to make various efforts to broaden customer touchpoints so that positive customer experiences naturally lead to more visits to our department stores, creating a virtuous cycle."
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