Shinsegae Department Store has moved to support domestic small and midsize beauty brands expanding into Vietnam.
Shinsegae Department Store said on the 24th that it held the "Hyperground Showcase" introducing K-beauty brands by taking part in a Korea-Vietnam business partnership event held in Hanoi the day before.
The Korea-Vietnam business partnership event was co-hosted on site in Hanoi by the Ministry of Trade, Industry and Resources and KOTRA. Shinsegae Department Store presented a separate showcase for beauty partners hoping to enter Vietnam.
A total of eight brands took part in the showcase, including Kundal, Bathproject, White Towel, iRecipe, Nacific, Jolie Our, Nougray, and Berriz. Shinsegae said the brands have strengths such as functions suited to Vietnam's climate and local consumer preferences.
On site, in addition to simple product displays, business meetings were held with Vietnamese corporations. Participating brands discussed concrete entry plans, including distribution partnerships and joint product planning.
W Concept, an online fashion platform under Shinsegae Group, also joined the event to run a domestic fashion brand showcase. Six brands, including Frontrow and Tonywack, took part and expanded contact points with local buyers.
Shinsegae Department Store plans to further expand Hyperground, its platform that supports overseas expansion. Since its launch in 2023, the platform has operated pop-up stores, showrooms, and order exhibitions in key markets including France, Italy, Japan, and Singapore. Over the past three years, a total of 168 domestic small and midsize brands have experienced overseas markets through Hyperground.
Park Ju-hyung, CEO of Shinsegae Department Store, said, "Hyperground, which has supported the overseas expansion of domestic brands with global competitiveness, held a showcase in Vietnam for the first time," adding, "We will spare no effort to help brands centered on small and midsize enterprises expand into the United States, Taiwan, and Japan."