Domestic fashion brands are increasing their overseas stores to secure customers. By promoting popular products from Korea, they are expanding into new markets and differentiating their offerings to match local consumer preferences and purchasing power.
According to industry sources on November 4, Mateng Kim, operated by Hago House, opened its first store in Beijing, China, last month, marking its entry into the Chinese mainland. The brand identified demand in the Chinese market, noting a high purchasing rate among Chinese tourists visiting domestic stores and ongoing interest on local social media platforms. The brand also expanded into Vietnam last month, bringing its total overseas stores to 32 as of October this year. A store in Senegal is also planned to open by the end of the year.
Mateng Kim has gained recognition among domestic consumers in their 20s and 30s with designs that emphasize its logo. While maintaining its existing designs overseas, the brand adjusts its product offerings to suit the climate and consumer tendencies of each country. The fall/winter collection includes short-sleeve T-shirts, and the brand is considering launching exclusive products based on sales trends in local markets.
Brands that entered China first are using their established customer bases to expand into other countries. LF's casual brand, Hazzys, operates approximately 600 stores in China, with sales in the first half of this year increasing by about 20% compared to the same period last year. The primary customer base in China consists of affluent individuals in their 30s, prompting the brand to increase the size of its logo by about 1.2 times compared to domestic products to align with local preferences.
Building on its business foundation in China, Hazzys is accelerating its overseas expansion into Taiwan, Vietnam, and Russia. An LF representative stated, "Following our recent entry into Hong Kong, we plan to enter the Thai and Indian markets in 2027," adding that they aim to open 10 stores in India within three years.
Kolon FnC is expanding its existing overseas sales network while promoting the local entry of new brands. The company’s Helinox brand opened a pop-up store in Shanghai's Huamao iapm last month and plans to establish formal stores in iapm and ITC in December.
Kolon Sports, which established a joint venture with Anta Group in 2017 to target the Chinese market, is also preparing to expand into Japan by showcasing its products in local edit shops and gauging market reactions.
An industry insider noted, "While growth is limited in the domestic market, overseas expansion cannot simply be viewed as a response to sluggish domestic sales. With the global popularity of Korean culture, including K-pop and dramas, the overseas expansion strategies and market development efforts that brands have prepared are yielding results."
* This article has been translated by AI.
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