Shinsegae HyperGround to hold K-brand pop-up in Bangkok

▲ Shinsegae HyperGround, the global retail platform operated by Shinsegae Department Store, holds a K-brand showcase pop-up event at Central Department Store, a major shopping destination in Bangkok, Thailand, in this photo provided by Shinsegae Department Store. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, July 6 (Yonhap) -- Shinsegae HyperGround, the global retail platform operated by Shinsegae Department Store, will hold a K-brand showcase pop-up event at Central Department Store, a major shopping destination in Bangkok, Thailand, the company said Monday.

The event, titled "K-Experience Fair," marks the third pop-up organized by Shinsegae HyperGround in Thailand, following similar events in 2023 and last year.

Seven South Korean brands from the fashion, beauty and food and beverage sectors will participate.

Fashion brands Tanat, Latizen and Threetimes will join the event, while beauty brands Dear Dahlia, Tone28 and Beris will operate booths. Wellness coffee brand Sans will also participate, creating a multi-brand pop-up space.

To coincide with the opening, Shinsegae HyperGround has invited about 20 Thai influencers and plans to support participating brands through social media marketing to raise brand awareness and strengthen their foothold in the local market.

The platform previously hosted K-fashion and K-beauty pop-up events at Isetan department store in Tokyo and Printemps department store in Paris, respectively.

Shinsegae HyperGround said it plans to expand partnerships into additional markets, including North America, with the goal of becoming a leading platform supporting the global expansion of Korean brands.

"This collaboration with Central Department Store in Thailand is designed to help K-brands demonstrate their competitiveness in the global market and establish a foundation for overseas expansion," said Park Sang-eon, executive vice president in charge of new retail at Shinsegae Department Store. "We will continue to help more Korean brands enter international markets."

jwc@yna.co.kr