Pop-up to Open at CentralWorld Until January 30 Next Year
Collaboration with Thai Distributors to Support Global Expansion of Brands
Shinsegae Hyperground announced on November 5 that it will open a pop-up store featuring 15 K-beauty brands at CentralWorld, Bangkok's largest shopping mall, from November 6, 2025 to January 30, 2026. This event has been organized to directly introduce trendy and emerging Korean beauty brands to local consumers, targeting the rapidly growing beauty market in Southeast Asia.
CentralWorld is a landmark shopping destination in Bangkok, attracting over 150,000 visitors daily. Located in a key commercial district, it annually hosts global brand launches and New Year's Eve countdown events. The pop-up is expected to draw even larger crowds as it coincides with the Christmas season.
The pop-up will showcase 15 Korean beauty brands across various categories, including skincare, makeup, and fragrance. Participating skincare brands are Medipeel, Glow, VT, iRecipe, Isoi, Uique, and Tihihi. Makeup and fragrance brands include Mood, Bbia, Coral Haze, Kiss, 2aN, Forencos, Housefog, and Skit.
The participating brands are emerging names gaining attention not only in Korea but also in Japan, the United States, and Southeast Asia. They reflect the latest beauty trends, such as vegan ingredients, a naturalistic concept, and trendy color cosmetics favored by Thai consumers in their 20s and 30s. Shinsegae Hyperground plans to actively support the global expansion of Korean emerging brands by leveraging local customer feedback from this pop-up and expanding collaboration with major Thai distributors next year.
This pop-up is designed as a multi-content event where visitors can enjoy Korean culture alongside beauty products, rather than simply a cosmetics sales event. In particular, various attractions and experiential elements have been incorporated throughout the pop-up to continue the strong K-culture wave among Thai Millennials & Gen Z.
The space is decorated in line with the theme of "Trendy & Rising K-Beauty," featuring a modern reinterpretation of the Taegeuk symbol and traditional Korean colors. Jade green and red hues inspired by hanbok are harmoniously arranged to create a sophisticated and lively atmosphere.
Visitors can experience traditional Korean games such as Yutnori, spinning tops, and Tuho at the venue. To commemorate the opening, an "Opening Night" event will be held on November 7, inviting more than 60 popular local influencers and offering Korean desserts and traditional beverages through a catering event.
During the event period, a "Brand Week Zone" will also operate, offering a variety of interactive programs by brand, such as K-pop idol makeup demonstrations, roulette events, lucky draws, and photo zones.
Park Sangun, Executive Director of New Retail at Shinsegae Department Store, stated, "Following the enthusiastic response to the K-beauty pop-up at Printemps in Paris this July and August and the K-fashion pop-up at Shibuya 109 in Japan since October, we are once again showcasing the beauty of Korea through K-beauty in the heart of Bangkok, Thailand. Shinsegae Hyperground will continue to evolve as a 'K-lifestyle platform' that encompasses K-fashion, beauty, and culture for global customers."
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