Korean art and fashion brand Youk Shim Won has opened its first Hong Kong store, leveraging on the city’s international status to raise its brand image globally.
Located at Harbour City in Tsim Sha Tsui, the new store sells fashion products based on the work of Korean artist Youk Shim Won, including bags, wallets, clothing, shoes, cosmetics and other lifestyle items. Youk Shim Won’s brand concept is created from a woman’s perspective and features an iconic image of a big-eyed, smiling female character in a series of products.
Youk Shim Won CEO Jung Kyung-il says Korean brands are becoming popular in Hong Kong thanks to the influence of Korean pop music and TV dramas. He says the company is riding on this Korean trend in establishing its foothold in the city.
Apart from retail business, the company will also organise Youk Shim Won exhibitions and take part in more art-related activities in order to promote Youk’s “happy woman” design concept. He added that their products are all designed and manufactured in Korea, and that the company looks forward to working with local partners in future.
“Hong Kong is a city where east meets west, and attracts customers from around the world. Hence, it is a very important location for our overseas expansion. We hope to build our brand image globally from this city, making both Hong Kong and global customers aware of our brand concept,” he said.
“We believe that Youk Shim Won products appeal to customers with a discerning taste for art. In addition, there are different culture and art activities in Hong Kong. This is another reason why we chose Hong Kong.”
Associate director-general of investment promotion, Dr Jimmy Chiang, said Hong Kong’s diverse art and culture scene not only creates demand for creative products but also provides cross-sectoral partnership opportunities. It is the best global window for Youk Shim Won’s brand concept.
Established in 2005, Youk Shim Won is operated by Gallery AM and has more than 20 stores in Korea. It has opened six stores in the Mainland since 2015 including those in Shanghai, Tianjin, Chengdu, Qingdao and Changsha.