Hyundai Department Store is partnering with the Korea Creative Content Agency (KOCCA) to expand overseas market access for domestic fashion brands. On the 7th, Hyundai Department Store announced that on the 6th it signed a “Business Agreement for Promoting Overseas Expansion and Co-Prosperity of Fashion Designer Brands” with KOCCA at the CKL Enterprise Support Center in Jung-gu, Seoul. The event was attended by Chung Ji-young, President of Hyundai Department Store, Kim Yoon-ji, President of KOCCA, and executives and staff from related institutions.

The two organizations plan to identify K-fashion brands that combine originality and capability and to sequentially open pop-up stores at major overseas hub locations. Hyundai Department Store will provide its established overseas distribution bases and store operation expertise, while KOCCA will support product transportation, export-related costs, and external promotion.

The first pilot stage has been set at The Hyundai’s permanent hub within Parco Shibuya in central Tokyo. Beginning with the launch of footwear brand “YASE” on September 25, a total of five emerging brands — “VERSO,” “SEO,” “RE RHEE,” and “NOHANT” — will each operate a store for two weeks in succession. The participating companies for this event were discovered through an open call conducted in April, and an additional screening will be held this month to select subsequent brands to appear at Parco Shibuya.

The partner institutions intend to expand K-fashion’s presence overseas while simultaneously advancing region-specific development strategies. In particular, Hyundai Department Store is refining collaboration plans with local distribution companies with the goal of entering European hubs, including Paris, France, within this year. Underpinning the formation of this public–private consultative body are the achievements of “The Hyundai Global,” a K-content export platform that has been promoted since 2024. Following its permanent entry into Parco Shibuya and presence on Japanese online mall “NUGU,” the platform recently drew positive response by opening its first flagship store in Tokyo’s Omotesando and is expanding its reach to markets such as Taiwan and Hong Kong.

Hyundai Department Store President Chung Ji-young stated that the company has laid the groundwork for promising domestic brands discovered through The Hyundai Global’s operations to secure growth engines in the global market, and added that it will continue to leverage its expertise in brand discovery and space planning to contribute to expanding the territory and enhancing the self-sustainability of the domestic brand ecosystem.

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