K-fashion struts into China as K-beauty loses its shine

SEOUL - The playbook for the Korean Wave in China, once fluent in the lucrative language of beauty, is now turning a new page in fashion.

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Korean vogue has emerged as the new cultural currency among China’s style-conscious youth, with apparel exports climbing 45 per cent from US$375 million (S$486 million) in 2020 to US$545 million in 2024, according to the Korea Customs Service.

At the vanguard is a new generation of South Korean contemporary labels, rewriting the style codes at home and abroad with sleek aesthetics and star power amplified through social media.

Among them is Mardi Mercredi, which entered the Chinese market in 2023 and now counts 10 stores through a distribution deal with Mist Holding.

Marithe Francois Girbaud, operated by South Korean fashion firm Layer under an Asia-wide licensing agreement, opened its first Shanghai store in July and plans three more in major cities.

Matin Kim - operated by Hago Haus - is beloved by Gen Z and millennial consumers across Asia for its chic aesthetic. With II outlets across Japan, Hong Kong, Taiwan and Macau, it is now poised to enter mainland China.