▲ Shoppers flock to The Hyundai Global pop-up store in Taichung, Taiwan, in this photo provided by Hyundai Department Store. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, May 4 (Yonhap) -- Hyundai Department Store said it launched a “The Hyundai Global” pop-up store in Taichung, Taiwan, for about three months through July 26.

The pop-up will be set up at the event hall on the 10th-floor dining area of the Shin Kong Mitsukoshi Taichung Zhonggang Store, covering 66 square meters.

A total of 13 brands in fashion, beauty and accessories will participate, including six brands making their debut in Taiwan such as Somewhere Butter, Slowand, Athe and 23.65.

The company said the move was driven by record-high sales achieved at a K-brand pop-up held in October last year at Shin Kong Mitsukoshi Taipei Xinyi Place A11.

Hyundai Department Store also plans to expand support for local marketing and staffing after being selected earlier this year for a support program run by a foundation under the Ministry of SMEs and Startups.

During the pop-up period, the company will host events featuring Korean influencers and cheerleaders, as well as pre-launch promotions for new products from participating brands.

A company official said awareness of “The Hyundai Global” is rising rapidly in Taiwan, increasing the possibility of opening permanent stores for K-brands, adding that the company plans to expand into markets beyond Taiwan and Japan to Hong Kong and other regions.

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