Hyundai Department Store, KOCCA sign pact to support Korean fashion brands abroad
Key Takeaways
- •Hyundai Department Store and KOCCA signed an MOU to jointly help Korean fashion brands enter overseas markets through pop-up stores and support programs.
- •The first pop-up program begins September 25 at The Hyundai's Shibuya Parco store in Tokyo, featuring five Korean brands selected through KOCCA's April application process.
- •Hyundai will contribute its global retail network and store operations while KOCCA provides logistics, export-cost, and promotional support.
- •The partnership was formed based on the performance of The Hyundai Global, a content export platform launched in 2024 that operates stores in Japan and plans expansion to Taiwan and Hong Kong.
- •Hyundai Department Store is also pursuing partnerships with local retailers to launch fashion pop-up stores in Europe, including Paris, later this year.
Hyundai Department Store said Friday it had signed a memorandum of understanding with the Korea Creative Content Agency to help Korean fashion brands expand into overseas markets through pop-up stores and other support programs.
Under the agreement, the two sides will identify promising brands and introduce them through pop-up stores at key overseas retail destinations, combining retail execution with public-sector support for logistics and promotion. Hyundai Department Store will provide its global retail network and local store operations, while KOCCA will support logistics, export-related costs and promotional activities.
The first pop-up program will be held at The Hyundai’s permanent store inside Shibuya Parco in Tokyo. Five Korean brands — Yase, Verso, s/e/o, Re Rhee and Nohant — were selected through KOCCA's public application process held in April. Beginning with footwear brand Yase on Sept. 25, each brand will operate a two-week pop-up store, one after the other.
Hyundai Department Store said its selection as KOCCA's partner was based on the performance of The Hyundai Global, its content export platform launched in 2024.
Through the platform, the retailer opened a permanent store at Shibuya Parco and a dedicated storefront on Japanese online fashion platform Nugu last year. More recently, it launched its first flagship store in Tokyo's Omotesando district and plans to expand The Hyundai Global to Taiwan and Hong Kong.
The two organizations plan to broaden the partnership by supporting Korean fashion brands in additional overseas markets and developing tailored local assistance programs. For brands, the arrangement adds a structured route into overseas retail spaces that can be difficult to access individually, while giving the partners a tested model to build on if the Tokyo rollout proves workable. Hyundai Department Store is also pursuing partnerships with local retailers to launch fashion pop-up stores in Europe, including Paris, later this year.
"We will continue to play a responsible role in expanding the global ecosystem for Korean brands by leveraging our capabilities in brand discovery, incubation and content planning," said Hyundai Department Store CEO Jung Jee-young.
