Shinsegae’s HYPER GROUND opened a popup store at New York’s Hudson Yards on October 2, 2026. This space brings together more than 30 Korean beauty brands in one location.
The popup is a K-beauty platform curated by Shinsegae Department Store, and its scale is more than three times larger than the previous Paris popup, which featured about 10 brands. This reflects a strategic expansion to provide K-beauty experiences in the US.
From a consumer perspective, this popup, running through the end of the year, offers local visitors the chance to directly experience brands and discover new K-beauty products.