Contemporary South Korean fashion brand H:Connect, fronted by Korean celebrity Yoona of Girls’ Generation, has officially opened its first Southeast Asian store at Bugis Junction in Singapore.

The brand plans to make the most of the rising appeal of hallyu, or the Korean Wave, across Southeast Asia, which is driving Korean exports of fashion, entertainment and cosmetics in particular.

It joins more than 300 H:Connect stores across South Korea, China and Taiwan, including a flagship store in the Gangnam district of Seoul.

In its new Singapore store, the 10-year-old brand features it latest collection for men and women, separated into three themes: City Dweller (understated designs), Nostalgic Insta (combining vintage denim with floral prints and embellishments) and Athleisure (statement sweaters, pullovers and denim with a Korean street-style vibe).

Prices range from S$19 (US$13.64) for basic tops to $129 for jackets and overcoats.