Shinsegae Department Store supports K-beauty SMEs’ expansion into Vietnam

▲ This photo provided by Shinsegae Department Store shows the Shinsegae Hyper Ground showcase booth at the during the Korea-Vietnam Business Partnership event held in Hanoi on April 23, 2026. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, April 24 (Yonhap) -- Shinsegae Department Store said Friday it has stepped up efforts to support South Korean small and medium-sized K-beauty companies seeking to expand into Vietnam.

The company hosted the “Shinsegae Hyper Ground” showcase in Hanoi on Thursday, introducing K-beauty brands during the Korea-Vietnam Business Partnership event.

The partnership event was jointly organized by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency in Hanoi. As a leading domestic retailer, Shinsegae separately organized the showcase to support its partner K-beauty firms aiming to enter the Vietnamese market.

▲ This photo provided by Shinsegae Department Store shows Shinsegae Department Store CEO Park Joo-hyung visiting the Shinsegae Hyper Ground showcase in Hanoi on April 23, 2026, and listening to a product explanation from a participating K-beauty brand official (PHOTO NOT FOR SALE)(Yonhap)

A total of eight K-beauty brands were selected for the Hanoi showcase based on their competitiveness in the local market, including suitability for the climate and alignment with consumer preferences.

During the event, Shinsegae Hyper Ground also held discussions with local business representatives on potential market entry strategies and joint product planning for Vietnam.

W Concept, Shinsegae Group’s online fashion platform, jointly operated a showcase at the venue to promote K-fashion brands.

Industry Minister Kim Jung-kwan and KOTRA President Kang Kyung-sung visited the event site and toured the venue with Shinsegae Department Store CEO Park Joo-hyung, offering encouragement for the expansion of K-brands into Vietnam.

Park said Shinsegae Hyper Ground, which has supported the global expansion of competitive domestic brands, held its first showcase in Vietnam to further promote K-brands.

He added the company will continue to support competitive SMEs in entering global markets such as the United States, Taiwan and Japan in cooperation with government initiatives.

▲ This photo provided by Shinsegae Department Store shows Shinsegae Department Store CEO Park Joo-hyung visiting the Shinsegae Hyper Ground showcase in Hanoi on April 23, 2026, and listening to a product explanation from a participating K-beauty brand official (PHOTO NOT FOR SALE)(Yonhap)

Shinsegae Hyper Ground is a platform launched by Shinsegae Department Store to help competitive K-fashion and K-beauty partner brands expand overseas.

Since 2023, it has hosted pop-up stores, showrooms and trade exhibitions in markets including France, Italy, Germany, Thailand, Japan, China, Singapore and Indonesia. Over the past three years, 168 domestic brands have gained overseas expansion experience through the platform.

jwc@yna.co.kr

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