Shinsegae Department Store's K-brand platform, 'Shinsegae Hyperground,' is making its debut in the U.S. market.
According to Shinsegae, 'Shinsegae Hyperground New York' will operate at Hudson Yards from October 1 to December 31. This marks the first time Hyperground has entered the U.S.
The pop-up is part of a project supported by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA) to assist retail companies in expanding overseas. Shinsegae plans to use this as a testbed to broaden local consumer engagement for domestic brands and explore opportunities in the U.S. market.
Hyperground was first introduced in November 2023 in Thailand and has since operated 11 pop-ups across four countries, including Japan, Singapore, and France.
It has expanded its international presence in key markets such as Isetan Shinjuku in Japan, Printemps in France, Takashimaya in Singapore, and Central Department Store in Thailand. Shinsegae supports the entire process of international expansion, from local product preference surveys to pop-up contracts, logistics, interior design, and store operations.
The New York pop-up features over 30 brands, including skincare brands like Ingredient Editor, Mixsoon, and On Ingredients, as well as makeup brands such as Hince, Pia, and Milk Touch, along with fragrance, body care, beauty devices, inner beauty, and lifestyle products.
The store is designed as a 'Newtro Seoul-New York Edition,' reinterpreting the creative atmosphere of Seongsu, the traditional beauty of Bukchon, and the sophisticated sensibility of Hannam.
The space is organized to reflect a day in Seoul, with sections like 'Seoul Morning & City Glow' for morning skincare, 'Seoul Color' for color cosmetics, 'Seoul Senses' for fragrance and lifestyle, and 'Night Reset' focused on wellness.
Hudson Yards, where the pop-up is located, is a premier mixed-use development in New York, featuring luxury retail, cultural facilities, offices, and residential spaces, attracting over 14 million visitors annually. The New York store spans approximately 60 pyeong, and Shinsegae plans to assess the potential for expanding the U.S. distribution network for participating brands based on local customer responses.
The U.S. has become the largest export market for K-Beauty. According to the Ministry of Food and Drug Safety, South Korea's cosmetic exports reached $7 billion in the first half of this year, a 27.3% increase from the same period last year, marking the highest figure for any first half. Exports to the U.S. accounted for $1.45 billion, representing 20.7% of the total, surpassing China to become the top market.
Shinsegae plans to utilize the sales and customer response data gathered from the New York pop-up to support future global business expansion. The company aims to discover promising brands domestically while directly engaging with local consumers abroad to validate market potential, thereby broadening the role of Hyperground.
Park Sang-eon, Executive Director of New Retail at Shinsegae Department Store, stated, "Shinsegae Hyperground is evolving into a growth platform that not only connects promising domestic brands with customers but also supports their entry into overseas markets. Through this New York pop-up, we aim to introduce competitive K-Beauty brands to global customers and expand the possibilities of Korean lifestyle content."
* This article has been translated by AI.
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