Which Korean brands are featured in Shinsegae Hyper Ground’s first pop-up rounds in Taipei and Kuala Lumpur?

The Taipei pop-up starts with Recto, followed by Marie Claire and Insilence. Kuala Lumpur’s first round includes Marie Claire and Tansanmagnesium in fashion, and Headspa7, Fivevibe and Dinto in beauty.

Where are Shinsegae Hyper Ground’s Taiwan and Malaysia pop-ups located?

In Taipei, the pop-up is in the ground-floor luxury section of Breeze Center in the city’s East District. In Kuala Lumpur, it is on the ground floor of the Seibu department store at The Exchange TRX, in the Tun Razak Exchange financial district.

Shinsegae brings Hyper Ground pop-up stores to Taiwan, Malaysia

Q: How will Shinsegae use its Taiwan and Malaysia Hyper Ground pop-ups to guide its overseas expansion?

Shinsegae said it will use customer feedback to test the potential of Korean brands in Taiwan and Southeast Asia and explore further expansion with local retail partners. The company also said it would tailor K-brand introductions to each market’s characteristics.

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Summary

Shinsegae Department Store will open its first Hyper Ground pop-ups in Taiwan and Malaysia, extending its overseas events after New York and Tokyo. The Taipei store at Breeze Center will feature six women’s contemporary fashion brands in rotation through February. The Kuala Lumpur store at Seibu in The Exchange TRX will introduce more than 10 brands, mostly in beauty, through March. Shinsegae will use customer feedback to assess the brands’ potential and explore expansion with local retail partners.

Key Facts

Hyper Ground selects promising Korean fashion and beauty brands and introduces them in major cities abroad.
The Taipei lineup starts with Recto, followed by Marie Claire and Insilence, with the brand lineup and store design changing each round.
The first Kuala Lumpur round includes fashion brands Marie Claire and Tansanmagnesium and beauty brands Headspa7, Fivevibe and Dinto.
Shinsegae said the Kuala Lumpur pop-up targets shoppers in their 20s and 30s and K-pop fans.

By Jhoo Dong-chan

Published Nov 9, 2026 1:59 pm KST

Shinsegae Department Store's Hyper Ground pop-up in Taiwan / Courtesy of Shinsegae Department Store

Shinsegae Department Store will run pop-up stores in Taiwan and Malaysia for the first time under its Shinsegae Hyper Ground platform, expanding its overseas push after events in New York and Tokyo this year.

Hyper Ground is a platform through which the Korean department store chain selects promising Korean fashion and beauty brands and introduces them in major cities abroad. Earlier this year, it held pop-ups at Hudson Yards in New York and in Tokyo’s Shibuya district.

In Taipei, the pop-up will open in the ground-floor luxury section of Breeze Center, a shopping mall that opened in 2001 in the city’s East District, a busy area known for trendy shops and cafes. Through February, it will feature six women’s contemporary fashion brands on rotation over about four months, starting with Recto, followed by Marie Claire and Insilence. The brand lineup and store design will change with each round.

In Kuala Lumpur, the pop-up has opened on the ground floor of the Seibu department store at The Exchange TRX, a mall that opened in 2023 in the Tun Razak Exchange financial district. The area draws high-income office workers, young consumers and tourists.

Running through March, the Malaysian pop-up will introduce more than 10 brands in rotation over about five months, mostly in beauty, targeting shoppers in their 20s and 30s and K-pop fans. The first round includes fashion brands Marie Claire and Tansanmagnesium and beauty brands Headspa7, Fivevibe and Dinto.

Shinsegae said it will use customer feedback from the pop-ups to test the potential of Korean brands in Taiwan and Southeast Asia, and explore further expansion with local retail partners.

“We will continue to introduce K-brands tailored to the characteristics of each market and expand our role as a platform that helps competitive Korean brands reach the global stage,” a Shinsegae Department Store executive said.

This article was published with the assistance of generative AI and edited by The Korea Times.

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