Shinsegae Department Store is opening the first U.S. pop-up for Shinsegae Hyperground, its platform for nurturing Korean brands, in New York. The aim is to gauge local reaction to promising domestic brands and support their entry into the U.S. market.
Shinsegae Hyperground New York will operate at Hudson Yards in New York through Dec. 31, the department store said on the 5th. About 30 brands are taking part, including skin care labels such as Sungboon Editor, Mixsoon and Ongredients, and makeup brands such as Hince, Bbia and Milk Touch, alongside fragrance and body care, beauty devices, inner beauty and lifestyle products.
The store is organized around a beauty routine that follows "a day in Seoul." Sections include Seoul Morning & City Glow for morning skin care, Seoul Color for trying color cosmetics, Seoul Senses for fragrance and lifestyle items, and Night Reset for wellness and rest. The pop-up also features brand experience zones, a photo wall, prize drawings and a sticker workshop.
Shinsegae Department Store launched the project after being selected in the first half of this year for a program supporting overseas expansion by retailers, run by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA). The company plans to collect customer feedback and market data on the ground and use them to help participating brands enter the U.S. market.
"Through this New York pop-up, we will introduce competitive K-beauty brands to global customers and broaden the potential of Korean lifestyle content," said Park Sang-eon, executive director of the new retail division at Shinsegae Department Store.
