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Eyeing lucrative opportunities, Korean fashion labels venture into overseas markets


Young Korean fashion labels like Matin Kim are venturing into overseas markets, seizing the global allure of Korean culture. Leveraging K-content, makeup, and fashion's rising popularity, especially in Japan, these brands are capitalising on lucrative opportunities abroad. 

Renowned for its innovative designs, Matin Kim made waves with its pop-up stores in Japan, garnering significant attention and sales. The brand’s Tokyo pop-up at Shibuya Parco Mall drew 100 visitors daily and generated 500 million won in sales over 12 days. Bolstered by this success, the brand plans additional pop-ups in Nagoya and Tokyo, aiming to engage a broader Japanese audience.

Amid domestic economic slowdowns, Korean fashion brands are strategically eyeing overseas markets for growth. Japan, with its similar consumer body types and seasonal characteristics, presents promising opportunities. The market, twice the size of Korea's, offers a lower entry barrier and significant revenue potential. Fashion e-commerce giant Musinsa showcased 2024 Fall/Winter collections from Korean brands in Tokyo, attracting over 150 buyers and major department stores. This emphasises the competitive edge and unique appeal of Korean fashion in Japan, signaling strong support for brand expansion.

Korean brands are also participating in Paris Fashion Week and other international events. Time, a local womenswear brand, debuted globally with a solo presentation at Palais de Tokyo, joining other Korean labels in showcasing their designs to a wider audience. Brands like Songzio and Kimhekim have established a presence in France, demonstrating the growing appeal of K-fashion worldwide. This global exposure is expected to drive sales growth and reinforce Korea's position as a leading fashion industry player.



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