SEOUL, July 10 (AJP) - Samsung C&T’s casual fashion brand 8 Seconds made its official debut in Southeast Asia this week, opening its first store in the Philippines through a partnership with local retail powerhouse Suyen Corporation.
The 420-square-meter flagship, located on the second floor of SM Mall of Asia in Manila, launched Wednesday with a grand opening event.
Founded in 2012, 8 Seconds is positioned as a trend-driven, accessible fashion label aimed at younger consumers, often described as South Korea’s answer to fast fashion giants like H&M and Zara.
Its partnership with Suyen Corporation—a veteran Philippine retailer with approximately 1,600 stores nationwide across fashion, beauty, and food sectors—signals Samsung’s broader ambition to capture Southeast Asia’s growing appetite for Korean culture and aesthetics.
The ceremony attracted a mix of high-level dignitaries and brand representatives. Korean Ambassador to the Philippines Lee Sang-hwa and Philippine Trade and Industry Director Jo-Dann Darong were in attendance, along with Pasay City Councilor Luigi Calixto Rubiano.
From the corporate side, Suyen executives Ben Chan, Virgilio Lim, and Bryan Lim joined Samsung C&T Fashion Division Head Lee Jun-seo and Vice President Ko Hee-jin to mark the occasion. Sunoo, a member of the K-pop group ENHYPEN and the brand’s global ambassador, also made an appearance, further amplifying the brand’s youth appeal.
“The Philippines, and Manila in particular, represents strong potential for K-fashion,” said a Samsung C&T official. “The market has a youthful demographic and a high affinity for Korean culture, which aligns well with the identity of 8 Seconds. Local consumer feedback shows strong demand and high satisfaction with our products.”
Samsung cited the country’s favorable population pyramid — heavily skewed toward younger generations — as a primary driver for choosing Manila as its entry point. The brand also emphasized its differentiation from global competitors by offering sizing and styles more attuned to Asian body types and fashion sensibilities.
The flagship store at SM Mall of Asia, one of Southeast Asia’s largest shopping destinations operated by the retail conglomerate SM Group, marks the first step in a broader regional expansion strategy.
8 Seconds plans to open two additional locations in Manila by October: one later this month at Uptown Mall in Bonifacio Global City, and another at Robinsons Manila.
Samsung also aims to capitalize on its collaboration with ENHYPEN, whose popularity in both South Korea and the Philippines has surged in recent years. Since 2023, the group has secured five No. 1 albums on iTunes in the Philippines alone — a resonance that 8 Seconds hopes to channel as it establishes itself in the local market.
With its Philippine launch, 8 Seconds joins a growing wave of Korean fashion brands extending their footprint beyond domestic borders, as Korean cultural exports continue to redefine global trends from beauty to pop music — and now, increasingly, everyday streetwear.
reporter
Candice Kim
candicekim1121@ajupress.com
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