MH&CO, which operates Modern House, a leading brand in the Korean living market, and the character lifestyle brand Butter (BUTTER), has begun full-scale global expansion across Asia, building on its success in the North American market. After validating demand and securing operational stability in the United States, the company is accelerating the expansion of its overseas business share by broadening its reach from Japan, China, and Hong Kong to Southeast Asia and India.
In 2025, MH&CO signed a strategic partnership with H Mart, the largest Asian retail chain in North America, and successively opened a total of three stores, starting with the first location in Orlando, Florida, followed by Austin, Texas, and American Dream Mall in New Jersey.
Since opening, the number of store visitors has exceeded initial expectations, securing a stable operational base. In particular, the product lineup that combines Korean-style character design with practicality is being recognized by local consumers as a differentiated lifestyle alternative.
Fox News, a major U.S. broadcaster, highlighted through on-site coverage the growing interest of American consumers in K-living products alongside K-food, and mentioned the potential for the spread of Korean lifestyle brands. Based on these early results, MH&CO plans to open 10 additional stores in the United States this year.
The company has also differentiated its expansion strategies by brand. Modern House will strengthen its identity as a premium living brand through strategic openings in core commercial districts, while Butter will focus on scaling up awareness and sales through multi-store expansion. At the same time, the company will accelerate its business across Asia by expanding openings in the key commercial areas of major Asian markets and broadening its reach to emerging growth countries.
Starting with entry into the Shibuya LOFT store in Tokyo, Japan, in April, the company plans to expand sequentially to major cities such as Ginza, Umeda, Kyoto, and Fukuoka. Shibuya LOFT is a leading lifestyle platform that sets trends in Japan, and this entry is meaningful in that it represents official recognition of the brand's competitiveness within local distribution channels.
In the Chinese market, the company is pursuing a strategy that combines offline and online channels. It will open an offline store in TX MALL on Huaihai Road, a core commercial district in Shanghai, while simultaneously entering major e-commerce platforms such as Tmall, Douyin, and Xiaohongshu to expand digital touchpoints. In particular, product reviews and content are spreading rapidly on Xiaohongshu, strengthening engagement with local Millennials & Gen Z consumers.
In Hong Kong, starting with a pop-up store at The Wai in February, the company plans to operate a total of three pop-up stores in the first half of the year to gradually test market response.
In addition, Butter is expanding beyond key Asian markets into emerging growth countries such as those in Southeast Asia and India. It is preparing to enter the Malaysian market in April and the Indian market in May, and plans to expand its distribution network based on local partnerships. India, in particular, is regarded as a region with high medium- to long-term growth potential in the living market, amid the rapid expansion of the middle class and increasing lifestyle consumption.
A representative of MH&CO stated, "Butter is evolving beyond a simple character-goods brand into a global lifestyle brand that provides emotional experiences in the realm of everyday consumer goods," adding, "We will expand the share of overseas sales over the mid to long term through strategies optimized for the consumer environment and distribution structure of each country."
MH&CO plans to gradually increase the share of its overseas business by expanding its global foothold, with the goal of emerging as a global lifestyle company representing K-living.
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