Shinsegae Department Store said on the 5th that its overseas expansion support platform "Hyperground" will open a pop-up store bringing together 15 domestic cosmetics (K-beauty) brands at CentralWorld in Bangkok, Thailand, from the 6th through Jan. 30 next year.
CentralWorld is a leading shopping spot in Bangkok visited by more than 150,000 people a day on average. The K-beauty brands participating in this pop-up store are the skincare brands "Medi-Peel," "Glow," "VT," "I Recipe," "Isoi," "UEEK," and "Tihihee," and the makeup and fragrance brands "Mood," "BBIA," "Coral Haze," "Kiss," "2aN," "Forencos," "Housefog," and "Skit."
These are emerging brands gaining attention in Japan, the United States, and Southeast Asia, reflecting the latest beauty trends such as vegan ingredients, a natural concept favored by Thai consumers in their 20s and 30s, and trendy color cosmetics.
Shinsegae Hyperground plans to expand collaboration with major Thai distributors next year. Through this, it plans to actively support the global expansion of domestic emerging brands.
This pop-up store was planned as a multi-content event where visitors can enjoy Korean culture together. In line with the theme "Trendy & Rising K-beauty," the interior features a modern reinterpretation of the taegeuk pattern and Korean color palette.
At the venue, visitors can experience traditional Korean games such as yutnori, spinning tops, and tuho. To mark the opening of the pop-up, an "opening night" will also be held on the 7th, inviting about 60 popular local influencers.
In addition, during the event period, a "brand week zone" will operate, offering various hands-on programs by brand, including K-idol makeup demonstrations, roulette events, lucky draws, and photo zones.