Korean Fashion Brands Expanded China Market Presence
South Korean companies are leveraging local partnerships to tap into the massive Chinese retail market.
Updated on Oct. 13, 2026 in Fashion
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South Korean fashion brands have increasingly turned to partnerships with established local Chinese distributors to reach consumers. This strategy allows firms to utilize existing e-commerce and retail networks instead of managing independent subsidiaries.
Why it matters
These strategic alliances help Korean brands reduce operational costs and mitigate market risks. By leveraging local expertise, companies can more effectively navigate the complexities of China's $420 billion fashion industry.
China's fashion market is valued at approximately $420 billion, supported by extensive retail networks like Duoyi Co.'s 1,300 locations. Korean textile exports to this sector reached $1.37 billion in 2025.
The players
TBH Global Co.
A South Korean fashion company that is planning a re-entry into the Chinese market after previously exiting.
Duoyi Co.
A Chinese distributor headquartered in Guangzhou that operates more than 1,300 retail stores.
Samsung C&T Corp.
A South Korean conglomerate involved in various sectors including fashion, currently managing the juun.j brand.
LF Corp.
A South Korean fashion firm known for the Hazzys brand, which has had a presence in China since 2007.
The details
Companies are delegating product planning, manufacturing, and retail operations to local partners to better compete in the region. Notable examples include the expansion of LF Corp.'s Hazzys brand and the long-term distribution contract between Samsung C&T Corp. and Misto Holdings for juun.j.
Timeline
Hazzys began operating in China in 2007.
TBH Global Co. sold its subsidiary and exited the Chinese market in December 2021.
Korea's textile exports to China reached $1.37 billion in 2025.
The brand juun.j opened a new store in Chengdu in July 2026.
Misto Holdings will handle distribution for juun.j through 2030.
Culture Shift
This move reflects a broader pivot among international retailers toward using local Chinese distributors to navigate the complex domestic consumer landscape. It highlights a departure from independent subsidiary models in favor of collaborative frameworks that prioritize regional market agility.
Shoppers in China can expect increased availability of Korean apparel brands as these partnerships scale distribution networks. Consumers may notice a more localized shopping experience, as distributors tailor product planning to meet specific regional retail demands.
The takeaway
Brands looking to expand internationally are increasingly choosing partnerships over self-managed subsidiaries to lower financial risk. This shift emphasizes the importance of local expertise in successfully reaching new consumer bases in competitive markets.
Further reading
Learn more about global retail trends in the Fashion section.
Source note: This article includes information reported by Pulse.
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