Discover Korea’s Everyday Life and Culture
Explore the diverse lifestyles and culture of Korea today
through four themes reflecting the tastes and choices of Koreans in their everyday lives.
Koreans’ Daily Beauty Routine
Real K-Beauty, Direct from Korea
Global Amoremall is a global K-beauty platform launched by Amorepacific.
From leading K-beauty brands such as Sulwhasoo, HERA, and AESTURA to curated lifestyle products, the platform offers a diverse selection of beauty and lifestyle experiences, empowering customers around the world to discover and express their own New Beauty.
From leading K-beauty brands such as Sulwhasoo, HERA, and AESTURA to curated lifestyle products, the platform offers a diverse selection of beauty and lifestyle experiences, empowering customers around the world to discover and express their own New Beauty.
Key Performance
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No. 1 official K-beauty brand store
HERA Official Store: No. 1 cushion brand for eight consecutive years (2018–2025, based on a panel survey by Kantar Korea) -
Shipping to 65 countries worldwide
Delivering to 65 countries around the globe, including the U.S.
Insight Commentary
The trend toward hyper-personalization is gaining momentum, driven by Korean consumers’ high beauty standards and increasingly diverse and specific needs. Through its HERA Custom Match Service, Global Amoremall offers 205 foundation shades, providing a personalized beauty experience.
Thoughtfully Curated for Better Everyday Living.
HEUIF is a lifestyle platform that helps people make better choices for everyday living.
It carefully evaluates products based on quality, design, usability, and value, selecting only those that fit naturally into everyday life.
Rather than overwhelming customers with countless options, HEUIF helps them more easily discover quality products they can trust and use over time. This is the approach that defines HEUIF.
It carefully evaluates products based on quality, design, usability, and value, selecting only those that fit naturally into everyday life.
Rather than overwhelming customers with countless options, HEUIF helps them more easily discover quality products they can trust and use over time. This is the approach that defines HEUIF.
Key Performance
- Over 100 million units sold domestically to date, a repurchase rate of 70%, and brand awareness of 80%
- Expanding Korean Lifestyle Innovation to Global Markets
Insight Commentary
Shopping trends in Korea are shifting away from simply comparing large numbers of products toward discovering and selecting products that align with individual lifestyles and preferences more efficiently.
In line with this trend, HEUIF carefully curates products across everyday categories such as beauty, personal care, and home and living, taking into account quality, design, usability, and value for money. Rather than merely showcasing popular products, HEUIF focuses on introducing items and brands that customers will find useful in their daily lives over the long term.
In a shopping environment where an abundance of choices can make decisions more difficult, HEUIF aims to offer a new approach to shopping that helps customers discover the products they need for everyday life more easily and with greater confidence.
Best of Korea, curated by Kurly
Kurly USA is an online store that brings products curated by Kurly Korea to American consumers. Snacks and beauty products popular in Korea are shipped directly from Korea to the U.S., while frozen ready-to-eat meals developed in collaboration with chefs from Seoul restaurants are delivered from local distribution centers in the U.S.
Key Performance
- Offering U.S. consumers ready-to-eat meals from renowned Korean chefs, including Lee Yeon-bok of Mokran, Jung Ho-young of Udon Kaden, and Kim Do-yun of YUN Seoul
- 5,000+: Shipping over 5,000 popular Kurly products from Korea directly to the U.S., including shelf-stable snacks and beauty products
- +30.9%: Achieving 30.9% year-over-year growth in exports to the U.S. from April to August 2026
Insight Commentary
American consumers can now enjoy ready-to-eat meals featuring signature dishes from renowned Korean chef-led restaurants at home, along with quick access to newly released snacks and skincare products. Kurly USA delivers frozen ready-to-eat meals created by chefs Lee Yeon-bok, Jung Ho-young, and Kim Do-yun from within the U.S., while shipping snacks and beauty products currently popular in Korea directly from Korea. This allows American consumers to fill their shopping carts with the same products enjoyed by shoppers in Korea.
Korea’s No. 1
Health & Beauty Store, OLIVE YOUNG
Health & Beauty Store, OLIVE YOUNG
OLIVE YOUNG Global is an online K-beauty destination for beauty lovers worldwide.
We ship a wide range of Korean beauty brands and products direct from Korea to over 60 countries, bringing you global bestsellers and all the latest K-beauty trends straight to your door. With detailed product insights and exclusive global perks, finding your perfect beauty match has never been easier.
We ship a wide range of Korean beauty brands and products direct from Korea to over 60 countries, bringing you global bestsellers and all the latest K-beauty trends straight to your door. With detailed product insights and exclusive global perks, finding your perfect beauty match has never been easier.
Key Performance
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Olive Young Global Mall GMV:
+86% CAGR over five years (2021–2025) -
Olive Young Global Mall Members:
5.8 million
Insight Commentary
Olive Young Global Mall
A must-visit destination for travelers to Korea, Olive Young is where shoppers can discover beauty brands and products currently popular in Korea. Extending this experience to customers worldwide, Olive Young Global Mall makes it easy for international shoppers to discover the latest Korean beauty trends and popular products from their own countries. By bringing together bestsellers chosen by real customers, detailed product information, and exclusive offers in one place, the platform is gaining recognition for helping shoppers continue enjoying the K-beauty products they discovered during their travels to Korea as part of their everyday routines.
K-beauty from Seoul, at your door in 7 days.
PIYONNA is a K-beauty shopping platform operated by Kakao Style for European consumers. It quickly introduces some of Korea’s most popular skincare and makeup brands to consumers in France, Italy, and Northern Europe. Members enjoy a shopping experience similar to that in Korea, with fast delivery within seven days and exclusive member discounts.
Key Performance
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300+
Approximately 300 Korean beauty brands and over 3,200 products introduced to European consumers -
7 Days
Delivery within seven days for members
Insight Commentary
Korean consumers choose skincare products based on ingredients such as spicules, PDRN, and retinal. PIYONNA quickly identifies ingredients and products gaining attention in Korea and delivers them to European consumers within seven days. This Black Friday, PIYONNA will feature exclusive promotions highlighting new Korean brands each week, giving European consumers quick access to the latest beauty trends emerging from Seoul.
Seoul Street Style Koreans’ Everyday Fashion
Bringing a touch of warmth to everyday life.
DEPOUND is a fashion brand founded in Seoul, 2016.
With a focus on effortless style and relaxed beauty, DEPOUND offers pieces that fit naturally into different moments of everyday life.
With a focus on effortless style and relaxed beauty, DEPOUND offers pieces that fit naturally into different moments of everyday life.
Key Performance
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Cashmere Wool Blend Muffler
23,000 pieces sold over the past year.
Available in an expanded range of 21 colors. -
Pino Bag
45,000 bags sold over the past year.
Insight Commentary
DEPOUND plans to introduce Korean everyday fashion through its most-loved items, combining natural style with comfort, making it easy for international customers to experience the brand's aesthetic and style
KREAM
Trade the Trends
Trade the Trends
KREAM is a platform that discovers the latest trends and brands in Korea and offers a distinctive fashion and lifestyle shopping experience to consumers in Korea and abroad.
Key Performance
- Curated product selections based on Korean trends and popular brands
- A wide range of products across fashion, sneakers, and lifestyle categories
- Expansion of international sales channels connecting Korean brands with global consumers
Insight Commentary
KREAM meets the growing demand from consumers seeking to quickly discover emerging brands and styles in Korea and express their personal tastes through distinctive products.
As a platform connecting these trends with products, KREAM contributes to the global expansion of K-fashion and Korean lifestyle trends.
rough & undefined style
Matin Kim is a Seoul-based fashion brand known for its free-spirited, raw aesthetic, bringing trendy yet comfortable styles into everyday life.
Key Performance
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Accelerating Global Market Expansion
Matin Kim reached its monthly sales target just in one week after pre-opening its first store in Mongolia. The brand is also expanding into Vietnam and China, with approximately 30 stores across nine countries as of October 2026. - Expanding Influence Through Global Collaborations. Matin Kim strengthens its global K-fashion presence through collaborations with LANEIGE, CASETiFY, and COACH, and projects with the National Museum Foundation of Korea and APEC 2025.
Insight Commentary
Matin Kim's signature effortless, cool style and raw, edgy details have been loved by customers, leading to strong sales growth in 2026.
This year, Matin Kim's focused on hats as both an entry point for new customers and a key fashion item that expresses
personal style and the brand's identity.
Following this trend, the brand introduced a variety of hat styles, with sales in the hat category more than doubling year-over year, led by baseball caps and beanies.
Hats have now become one of Matin Kim's signature product categories, alongside bag.
MUSINSA
A Fashion Platform Connecting Korea’s Diverse Styles with the World
A Fashion Platform Connecting Korea’s Diverse Styles with the World
MUSINSA is one of South Korea’s leading fashion companies, operating fashion platforms MUSINSA, 29CM, and MUSINSA EMPTY, as well as its own brand, MUSINSA STANDARD, offering a wide range of styles. Through the MUSINSA Global Store, the company introduces international consumers to a diverse selection of Korean fashion brands and the latest trends, providing a seamless shopping experience from product purchase to international delivery.
Key Performance
- Korea’s No. 1 Fashion Platform, Leading Trends at Home and Abroad
Insight Commentary
As global interest in K-culture expands beyond music and dramas to fashion, international consumers are increasingly drawn to designer brands popular in Korea and everyday Korean fashion.
Through its global store and local pop-up events, MUSINSA turns this interest into opportunities to discover and purchase new brands.
Beyond simply selling products, MUSINSA also shares Korean culture and trends, enabling customers around the world to incorporate K-fashion into their everyday lives in ways that reflect their personal tastes.
TREEMINGBIRD presents normcore look as a new classic style
The brand draws inspiration from the raw beauty of nature and the energy of free-spirited people.
By adding unique fabrics and details to classic styles, TREEMINGBIRD presents its own signature look: a new monochrome classic normcore style.
By adding unique fabrics and details to classic styles, TREEMINGBIRD presents its own signature look: a new monochrome classic normcore style.
Key Performance
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Pants Category
Accounted for 24% of total sales in the first half of 2026. -
Suede Jacket
Sales increased by over 200% compared to the previous week following the campaign featuring ITZY's Yuna.
Insight Commentary
Inspired by the beauty of nature and a free-spirited outlook, TREEMINGBIRD presents a monochrome normcore aesthetic that reimagines classic styles with unique details.
Through its refined sensibility and distinctive mood, the space will offer visitors an immersive experience of TREEMINGBIRD’s unique identity
A Concept Store that Elevates the Sensory Experience
As a premium Korean fashion platform, W Concept discovers and introduces emerging designer brands from Korea and abroad, along with distinctive products, through carefully curated selections. By presenting new styles and brands, it offers customers opportunities to discover and expand their personal tastes and styles.
Key Performance
- W.Only brands: Up to 900% annual growth
- 800% year-over-year growth in transaction value in Japan
Insight Commentary
In the Korean fashion market, the experience of discovering new brands and developing personal taste is becoming increasingly important, rather than simply purchasing from familiar brands.
W Concept is gaining recognition as a leading platform for “discovery-driven shopping” by thoughtfully curating K-designer brands and connecting shopping with content such as editorials, short-form videos, influencer collaborations, and livestreams.
Korean Flavors & Everyday Lifestyle
If it went viral in Korea, it's on Hanpoom.
Hanpoom is a global K-shopping platform that brings Korean flavors and trends to customers around the world quickly and conveniently.
Shop a wide range of Korean products, from K-food and beauty products to home goods and baby products, all in one place, and enjoy fast, hassle-free delivery.
Whether you’re missing Korea or looking to discover a new K-lifestyle, Hanpoom is here for you.
Shop a wide range of Korean products, from K-food and beauty products to home goods and baby products, all in one place, and enjoy fast, hassle-free delivery.
Whether you’re missing Korea or looking to discover a new K-lifestyle, Hanpoom is here for you.
Key Performance
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No. 1 cross-border
K-food shopping service -
5,000+ authentic reviews from
global creators -
Over 10,000 trending Korean products
shipped to 18 countries worldwide
Insight Commentary
Want to get your hands on popular Korean products making waves on social media, even when you’re overseas?
Hanpoom brings together trending products gaining attention in Korea, popular K-food and K-beauty brands, and stylish lifestyle items, all in one place.
Discover Korea’s hottest trends on Hanpoom, with delivery in as little as two days!
Thoughtfully Curated for Better Everyday Living.
HEUIF is a lifestyle platform that helps people make better choices for everyday living.
It carefully evaluates products based on quality, design, usability, and value, selecting only those that fit naturally into everyday life.
Rather than overwhelming customers with countless options, HEUIF helps them more easily discover quality products they can trust and use over time. This is the approach that defines HEUIF.
It carefully evaluates products based on quality, design, usability, and value, selecting only those that fit naturally into everyday life.
Rather than overwhelming customers with countless options, HEUIF helps them more easily discover quality products they can trust and use over time. This is the approach that defines HEUIF.
Key Performance
- Over 100 million units sold domestically to date, a repurchase rate of 70%, and brand awareness of 80%
- Expanding Korean Lifestyle Innovation to Global Markets
Insight Commentary
Shopping trends in Korea are shifting away from simply comparing large numbers of products toward discovering and selecting products that align with individual lifestyles and preferences more efficiently.
In line with this trend, HEUIF carefully curates products across everyday categories such as beauty, personal care, and home and living, taking into account quality, design, usability, and value for money. Rather than merely showcasing popular products, HEUIF focuses on introducing items and brands that customers will find useful in their daily lives over the long term.
In a shopping environment where an abundance of choices can make decisions more difficult, HEUIF aims to offer a new approach to shopping that helps customers discover the products they need for everyday life more easily and with greater confidence.
Best of Korea, curated by Kurly
Kurly USA is an online store that brings products curated by Kurly Korea to American consumers. Snacks and beauty products popular in Korea are shipped directly from Korea to the U.S., while frozen ready-to-eat meals developed in collaboration with chefs from Seoul restaurants are delivered from local distribution centers in the U.S.
Key Performance
- Offering U.S. consumers ready-to-eat meals from renowned Korean chefs, including Lee Yeon-bok of Mokran, Jung Ho-young of Udon Kaden, and Kim Do-yun of YUN Seoul
- 5,000+: Shipping over 5,000 popular Kurly products from Korea directly to the U.S., including shelf-stable snacks and beauty products
- +30.9%: Achieving 30.9% year-over-year growth in exports to the U.S. from April to August 2026
Insight Commentary
American consumers can now enjoy ready-to-eat meals featuring signature dishes from renowned Korean chef-led restaurants at home, along with quick access to newly released snacks and skincare products. Kurly USA delivers frozen ready-to-eat meals created by chefs Lee Yeon-bok, Jung Ho-young, and Kim Do-yun from within the U.S., while shipping snacks and beauty products currently popular in Korea directly from Korea. This allows American consumers to fill their shopping carts with the same products enjoyed by shoppers in Korea.
Fandom Culture Through K-pop & Merchandise
Shop Korea,
Ship Worldwide
Ship Worldwide
Delivered Korea connects Korean brands and sellers with consumers around the world, supporting international customers throughout the entire process, from purchasing Korean products to arranging logistics and delivery. The company is evolving into a cross-border shopping agent offering global shipping, logistics, warehousing, and product sourcing services, while leveraging AI to automate the purchasing process for greater speed and convenience.
Key Performance
- GMV: KRW 57.7 billion Approximately KRW 57.7 billion in annual gross merchandise value in 2025 (up 16.5% year-over-year)
- 4,200+ Korean Online Stores Provided proxy purchasing services for international customers across more than 4,200 Korean online stores as of 2025
Insight Commentary
Driven by the growing global popularity of K-culture, Delivered Korea connects international consumers seeking Korean products with sellers in Korea.
As an AI-powered shopping agent for cross-border purchases, the company helps overcome language and payment barriers, making it easier and more convenient for customers to purchase K-beauty, K-pop, fashion, and character merchandise. It also offers a seamless global shopping experience by allowing customers to consolidate multiple purchases into a single shipment.
2027: A New Chapter Begins with Your Favorite Artist
Ktown4u is a global online K-pop store for fans around the world. It ships K-pop albums and official merchandise directly from Korea to fans in over 200 countries. With fandom charts and personalized recommendations by artist, fans can discover the latest products from their favorite artists as soon as they become available.
Key Performance
- No. 1 company in cross-border e-commerce exports in 2023
(Korea Customs Service, 2023) - Authorized Economic Operator (AEO) certification
Insight Commentary
At the end of each year, Korean K-pop fans prepare for the new year with season’s greetings sets (calendars and planners) featuring their favorite artists. Ktown4u’s dedicated 2027 Season’s Greetings page brings this year-end Korean fandom tradition to international fans by presenting season’s greetings sets organized by artist and entertainment agency, real-time preorder schedules, and dedicated season’s greetings charts, all in one place.
