South Korean women’s footwear brand Sappun is expanding into Southeast Asia, beginning with Indonesia, as part of a broader strategy to strengthen its international footprint.

The brand, operated by FNS Retail Co, has entered the Indonesian market through an exclusive partnership with Surya Bumi Retailindo, a local retail group that manages more than 20 global brands in the sports, fashion and lifestyle sectors, including Salomon and Dickies.

The agreement allows the Indonesian partner exclusive distribution rights for Sappun in Indonesia and establishes a framework for long-term retail growth.

Under the partnership, Sappun has opened standalone stores in three of Jakarta’s major shopping destinations, including Lippo Mall Puri, Plaza Senayan and Grand Indonesia. The company said sales at these locations have been comparable to its flagship stores in South Korea, reflecting strong demand among Indonesian consumers.

FNS Retail has also opened five Sappun mono stores in the market and expanded its shop-in-shops model at Central Department Store and Sogo Department Store, as part of its long-term plan to reach 30 stores within five years.

“Our entry into Indonesia marks an important step as the first overseas expansion of a K-fashion women’s footwear brand. Building on this success, we aim to broaden our presence across Southeast Asia and Japan,” FNS Retail said in a statement. 

Founded in 2014, Sappun began as an online-only label before expanding into offline channels across major Korean cities, including Seoul and Busan. The brand continues to grow its overseas reach through e-commerce platforms such as Shopee and Lazada.

The company also plans to launch in Vietnam soon.