Over the last decade, the successful presence of Korean culture across the U.S. entertainment and beauty space has been undeniable. Take the billion dollar industry of K-beauty or the millions of fans who follow K-pop groups Blackpink and BTS for instance. Meanwhile, the impact of K-dramas and shows (Squid Game rose to feverish heights in 2021), as well as Oscar-winning movies like Parasite and Minari have encouraged Hollywood to produce similar pictures in hopes for another major win. (Pachinko on Apple TV+ fulfills this tall order.) On the style front, emerging South Korean fashion brands are increasingly targeting the U.S. and European markets in the hopes that they, too, can ride this cultural wave and capture more universal consumers.

“The popularity of K-culture is expected to serve as an opportunity to continue boosting the Korean designer fashion industry,” says Hyeun Lee, director of the Korea Creative Content Agency (KOCCA). “I think overseas retailers [in the U.S., Europe, and China for example] mainly look for Korean brands to satisfy local consumers, such as brands worn by K-stars and brands with cultural elements.” To this Hansem Jang, director of Seoul-based footwear label COMME SE-A, adds: “Being a global brand can be crucial to your brand’s success. We think that if our label is recognized overseas first, then their recognition in Korea will rise.”

Lee knows firsthand what it takes for South Korean brands to break into a foreign market. Her agency KOCCA is responsible for bringing Concept Korea to New York Fashion Week, after all. The project started in 2010 and assists emerging Korean designers with showcasing their collections to a broader international audience. “Concept Korea NY, which has introduced a total of 34 Korean emerging…