K-Webtoon Masters Academy

Business K-Design Fashion

@SEOUL branding and Japan market launch
To expand K-design fashion overseas amid the global Hallyu boom, we launched our first initiative under the “@SEOUL” brand to enter Japan with Korean designer fashion. The brand signifies making Korean designer items available abroad just as they are in Seoul. The business deploys outstanding Korean designer brands through online sales and an offline select-shop franchise model, with Japan as the first target market.
01Online rollout
  • Through @SEOUL, a Japan-focused B2C/B2B K-design fashion platform opened in November 2023, we sell via cross-border direct purchase and export. For highly competitive items, we also buy locally in Japan and sell on-site.
02Offline rollout
  • After discussions with leading department stores and select shops in Japan, we are moving forward with offline pop-up placements in the second half of 2025. Starting in 2027, we plan to expand into a Korean fashion select-shop franchise in Japan to accelerate our market development.

Business roadmap

Starting with a co-business agreement for Japan in May 2023, we launched B2C and B2B online platforms and rolled out diverse marketing initiatives. Next, we will create synergy by entering offline channels through department stores and select shops in Japan, with the ultimate goal of expanding into a select-shop franchise.
01
Co-business agreement signed (May 2023).
02
"@SEOUL" K-design fashion online platform pre-open (Nov 1, 2023).
03
Japan influencer promotions (Nov 2023–).
04
Wardrobe placements in Japanese dramas and variety shows (Jan 2024–).
05
Promotion in the high-brand fashion magazine "MODE et MODE" (Feb 2024–).
06
"@SEOUL" showroom established in Roppongi, Tokyo (Jul 2024–).
07
"@SEOUL" Grand Open
08
Offline expansion into major Japanese department stores and select shops (Q3 2025–).
09
"@SEOUL" select-shop franchise rollout (Q3 2027–).

Strategy and strengths

@SEOUL’s differentiated strategy and advantages are creating win–win outcomes with the K-design fashion brands onboarded to the platform.
Sales via influencers We partner with Japanese talent agencies so leading influencers in Japan can sell @SEOUL and onboarded brands directly using a Mall&Mall BtoPtoC model.
Parallel online/offline rollout We execute online and offline initiatives in Japan in a sequenced, parallel manner to maximize sales synergy.
Fully built international logistics Our Gimpo logistics center is fully equipped, followed by international shipping, customs clearance, duties processing, and last-mile delivery in Japan, ensuring safe and rapid cross-border fulfillment.
Tailored promotion and marketing We tailor promotion and sales strategies to each brand, with top Japanese influencers delivering bespoke campaigns aligned to brand positioning.
Customer service in Japan A local CS team operates in Japan to handle order requests and resolve any issues with delivered products.
Automated product listing Instead of brands manually entering product information, each brand’s own store is integrated with the @SEOUL platform via API to register listings accurately and quickly.

Current and future

of Brands
As of June 2025, about 90 designer fashion brands have signed supply contracts and are onboarded to @SEOUL. After various tests, full-scale business is underway. We will continue to increase onboarded brands and broaden product categories.
Japan to Global
  • We will validate and refine the @SEOUL business model in Japan first, then expand globally.
  • With the global K-design fashion boom driven by K-pop and K-drama, we have secured a wide range of well-known K-design brands and will apply our Japan-market experience to expand into additional countries
Expansion to a variety of business models
  • Based on the current B2C and B2B global sales model for K-design fashion, we are steadily expanding into additional business models. Through collaboration with various overseas partners, our roadmap includes influencer-driven live commerce, pop-up store sales in major department stores, and ultimately scaling into a select-shop franchise as the end goal.
LIVE Commerce
Pop-Up Store
Edit Shop Franchise Store