What: Shinsegae Department Store launches K-beauty pop-up at Printemps Paris featuring 13 Korean brands, marking strategic expansion into European market.

Why it is important: This collaboration demonstrates how department stores are facilitating international brand expansion through strategic partnerships and cultural exchange.

Shinsegae Department Store's Hyperground platform is launching a two-month K-beauty pop-up store at Printemps' flagship location in Paris, starting July 1. The initiative, coinciding with Printemps' 160th anniversary, will showcase 13 Korean beauty brands including Glow, Medifil, Ceramain, and Yurang. The pop-up will feature cultural elements through events such as traditional Korean games Yutnori and Tuho, offering gifts to participants. The partnership extends beyond the pop-up, with both retailers establishing an agreement to provide special benefits to Shinsegae Department Store VIP customers visiting Printemps. This strategic move aligns with Shinsegae's broader vision to support Korean brands' international growth, with plans to expand similar pop-up projects globally to connect emerging brands with international consumers.

IADS Notes: Shinsegae's K-beauty pop-up at Printemps represents a strategic expansion of Korean retail influence in Europe. According to Maeil Business Newspaper's February 2025 coverage , Shinsegae has successfully leveraged its luxury positioning through concepts like "House of Shinsegae," achieving significant sales growth through premium experiences. Forbes' April 2025 analysis highlighted how the company has mastered cultural integration through projects like The Heritage, demonstrating its ability to blend Korean elements with local preferences. Maeil Business Newspaper's January 2025 report showed how this international expansion comes amid domestic market challenges, with Korean department stores experiencing growth below 1%. The Korea Herald's April 2025 coverage revealed how Korean retailers are increasingly focusing on international expansion and distinctive brand experiences to offset domestic market saturation. The Printemps partnership, coinciding with the department store's 160th anniversary, showcases how traditional European retailers are embracing Asian brands and experiences to enhance their appeal to both local and international customers.

Shinsegae launches K-beauty pop-up store at Paris Printemps for 160th anniversary