According to industry sources on Sept. 28, Shinsegae Department Store's Hyperground will operate a K-beauty pop-up store at Hudson Yards in Manhattan, New York, for three months from Oct. 1 through the end of December.
About 30 K-beauty brands, including Yunjac and Bbia, will take part in the pop-up. The brands selected have yet to make a full-fledged entry into major U.S. brick-and-mortar retail channels. Shinsegae plans to serve as a bridgehead introducing K-beauty brands with growth potential to local consumers.
Hudson Yards, where the pop-up will be located, is one of New York's flagship premium mixed-use developments, packed with luxury retail, dining, offices and residences. With more than 14 million visitors a year, its strong foot traffic and accessibility make it well suited to expanding contact between K-beauty brands and New York consumers.
Hyperground has consistently run K-brand pop-ups overseas. After opening its first K-fashion pop-up in Bangkok in November 2023, it held another in Osaka, Japan, in October the following year. Last year it broadened its stage to Singapore and Paris in addition to Japan and Thailand, expanding the pop-ups into K-beauty. This year it held three pop-ups in Tokyo and Thailand, widening its scope to K-fashion, K-beauty and K-food.
Hyperground plans to run pop-ups in Europe, North America and Malaysia within the year. "Through overseas pop-ups, we can directly introduce top Korean brands in K-fashion and K-beauty to local consumers and quickly raise brand awareness," a Shinsegae Department Store official said. "It also has the advantage of creating contact not only with local customers but also with buyers from retailers, linking those to partnerships and generating opportunities to expand our business areas."
