Hyundai Department Store is collaborating with South Korean fashion brands to expand their presence internationally. The company aims to open 10 large stores across Japan, Europe, and the U.S. by 2030, consolidating multiple brands under one roof.
Hyundai Department Store's global expansion strategy aims to capitalize on the international appeal of Korean culture and fashion, potentially creating new revenue streams and increasing the global reach of domestic brands.
Hyundai Department Store is actively pursuing international expansion for South Korean fashion brands, aiming to establish a significant global footprint. The company plans to open 10 large stores across Japan, Europe, and the U.S. by 2030, each designed to house a curated selection of multiple Korean labels. This initiative leverages the global popularity of K-pop and Korean media to introduce domestic brands to new markets.
As part of this strategy, Hyundai Department Store opened a permanent facility in Tokyo's Omotesando district in September 2026. This follows a series of successful pop-up stores, including one in Shibuya, Tokyo, which began in May 2024, and expanded to Osaka in 2025 and Nagoya in 2026. The retailer also tested the waters in Taiwan with pop-ups in 2025 and 2026. These efforts are part of a broader trend among South Korean department stores to move beyond attracting foreign tourists to Korea and instead bring Korean brands directly to consumers in their home markets. The approach involves validating brands domestically before scaling them internationally, with the goal of fostering long-term relationships and securing exclusive content.
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