Shinsegae Group's fashion platform W Concept announced on the 4th that it will participate in the “2nd.”

Shinsegae Group's fashion platform W Concept announced on the 4th that it will participate in the “2025 New York Hallyu Expo” hosted by the Ministry of Trade, Industry and Energy and organized by the Korea Trade-Investment Promotion Agency (KOTRA).

W Concept will operate the “W Concept Premium Flagship Store” booth at the New York Hallyu Expo 2025 at the American Dream Mall in New Jersey from the 6th to the 8th (local time). As a representative platform to support the global expansion of Korean designer brands, it plans to promote the competitiveness of K-Fashion through this trade fair.

The booth will feature representative K-Fashion brands that have grown together with W-concept, including Facade Pattern, Dunst, Ossoi, Majisherwood and Mohan, as well as W-concept's own brand Frontrow. For the Fall and Winter (FW) season, a separate area has been created to touch and experience key items from each brand and product.

The plan is to educate global buyers and consumers about each brand's outstanding achievements such as design and material differentiation and seek new business opportunities.

There will also be a separate exhibition at W Concept Global Mall where you can get to know the brands featured during the show. Using event sites such as best-selling Korean brands and fall and winter essentials, we will work to increase global awareness of partner companies by enticing them to make actual purchases.

Hallyu Expo is a representative Hallyu cultural event that promotes Korean culture (K-fashion, beauty and content) to the world. It receives great attention from local buyers and consumers every year and has established itself as an important platform for Korean brands to enter the global market. New York Hallyu Expo 2025 will be held in North America for the first time and will hold various programs such as B2B export consultations and Hallyu performances.

“We want to promote the excellence of Korean fashion and create global business opportunities by operating our own booths at the fair on behalf of domestic fashion platforms,” said Lee Eun-young, global head of W Concept. “We will create a gathering place to introduce and experience Korea's outstanding designer brands to buyers and consumers from around the world during the event.”