Dunst Draws 10,000 Visitors to First Popup; Goes Viral on Social Media and Achieves Major Success in China

LF Subsidiary Citydots’ Casual Brand
Shanghai Huaihai Zhong Road Pop-Up
China Sales Up 90% Month-on-Month, 60% Year-on-Year

Dunst, a casual brand under LF subsidiary Citydots, has achieved double-digit year-on-year sales growth in China, driven by the success of its popup store currently operating on Huaihai Zhonglu in Shanghai.

According to LF on January 7, the Dunst popup store, which opened on November 15 last year, attracted around 10,000 visitors in its first two weeks, drawing significant attention from local consumers. As a result, Dunst's sales in China in November 2025 increased by 90% compared to the previous month, and sales for the two months of November and December rose by 60% year-on-year.

Crowd rushing to the Dunst Shanghai popup opening. Provided by LF

This popup marks Dunst's first offline presence in China, expanding beyond its previously online-focused business. It was set up in the heart of Huaihai Zhonglu, Shanghai's premier shopping street, covering approximately 204 square meters (62 pyeong). Dunst designed the popup as a strategic space for spreading brand content, rather than just a short-term sales event, leveraging the unique characteristics of the area. The space and customer flow were planned to allow Millennials & Gen Z consumers in China-who value experience and documentation-to immerse themselves in Dunst's brand universe, previously accessible only online.

As a result, within two weeks of opening, about 4,000 Dunst-related posts (over 200 per day) were uploaded to social media. Video content of the popup posted on Dunst's official Xiaohongshu account surpassed 10,000 likes.

Going forward, Dunst plans to solidify its identity as a leading K-fashion brand. A Dunst representative stated, "This Shanghai popup store is not a one-off event, but a starting point for Dunst's global growth and expansion of brand influence from a mid- to long-term perspective."