Shinsegae Department Store is expanding its “Hyperground” platform into Taiwan and Malaysia, launching pop-up stores in Taipei and Kuala Lumpur.
This move follows activations in New York and Tokyo as the company introduces Korean brands to key Asian markets.
The expansion is a move by Shinsegae to use its Hyperground platform to identify and select promising domestic brands and introduce them to major overseas cities. The company is targeting specific commercial districts to validate the growth potential of Korean brands in Taiwan and Southeast Asia.
By securing placements alongside global luxury houses, Shinsegae aims to inform the local market of the competitiveness of Korean fashion.
Taipei and Kuala Lumpur become K-brand testing grounds
In Taiwan, the Hyperground presence is centered at the Breeze Center in Taipei’s Dongqu district. The pop-up occupies a position on the first floor, situated within the luxury goods zone.
The Taipei activation will run for approximately four months, concluding in February. Shinsegae plans to rotate six women’s contemporary brands. The lineup begins with “Recto,” followed by “Marie Claire” and “In Silence.” Each rotation will feature refreshed spatial designs to offer a new experience for visitors.
Simultaneously, the brand is in Malaysia through a five-month residency at the Seibu department store in Kuala Lumpur. This location is embedded within The Exchange TRX, a shopping complex in the city’s new financial district that opened in 2023. The target demographic includes the 2030 generation and K-pop consumers.
The Malaysian pop-up will showcase roughly 10 brands through March. The initial phase includes fashion brands “Marie Claire” and “Tansan Magnesium,” alongside beauty brands “Head Spa 7,” “Five Vibe,” and “Dinto.”
| Market | Primary Location | Target Segment | Core Product Focus | Duration |
|---|---|---|---|---|
| Taiwan (Taipei) | Breeze Center (Dongqu) | – | Women’s Contemporary Fashion | ~4 Months (until Feb) |
| Malaysia (KL) | Seibu (The Exchange TRX) | 2030s & K-Pop Fans | K-Beauty & Fashion | ~5 Months (until Mar) |
Scaling the Hyperground platform model
Shinsegae plans to check customer reactions through these pop-ups and verify the growth potential of K-brands in Taiwan and the Southeast Asian market. The retailer intends to explore future business expansions based on collaborations with local distributors.
Earlier this year, the platform presented pop-ups in New York and Shibuya, Tokyo. Moving into Taiwan and Malaysia, Shinsegae is expanding its territory.
“Hyperground is expanding its territory by presenting pop-ups in Taipei, Taiwan, and Kuala Lumpur, Malaysia, following New York and Shibuya this year,” said Park Sang-eon, Managing Director of New Retail at Shinsegae Department Store. He added that the company intends to “continually introduce K-brands tailored to each market’s characteristics” to serve as a platform that helps competitive domestic brands reach the global stage.
Shinsegae has indicated that it intends to explore future business expansions based on collaborations with local distributors.
The outcome of these four-to-five-month windows will be used to check customer reactions and verify the growth potential of K-brands.
