Korean fashion conglomerate Shinsegae is making its Singapore debut through an exclusive partnership with Metro, launching a pop-up at Paragon from September 25 to October 5.

The showcase will introduce six Korean fashion and lifestyle brands: Studio Tomboy, Man on the Boon, Jaju, Voice of Voices, Rawrow and Vidivici.

Following the pop-up, the collections will remain available at Metro Paragon until the end of October, giving shoppers extended access to Shinsegae’s curated portfolio.

The collaboration features a design partnership between Singapore’s Phunk Studio and Korean brand Studio Tomboy, combining Peranakan florals, Korea’s hibiscus, the durian and yin-yang.

Erwin Wuysang-Oei, CEO of Metro Singapore, said the partnership marks its shift from a traditional department store towards a more fashion-focused retail model.

“This partnership with Shinsegae International represents a pivotal moment in Metro’s evolution,” he added.

“We’re not just bringing Korean fashion to Singapore, we’re creating a new model for international retail collaboration that celebrates both cultures while setting new standards for fashion retail in Southeast Asia.”