China’s Shein officially enters Korean market

Shein‘s sub-brand ’Daisy‘ model, Kim Yu-jung

Shein, the Chinese e-commerce giant known for its ultra-affordable fast fashion, officially announced its entry into the South Korean market on Thursday. Often dubbed the “Chinese Uniqlo,” Shein will intensify its marketing efforts to establish a strong presence in the country.

“We are officially entering the Korean market and will actively promote our brand here,” the company said in a press release.

This is the first time Shein has formally declared its intent to expand into Korea. The company established its Korean subsidiary in December 2022 and has been conducting marketing activities via social media since August 2023, while launching a Korean-specific website in April 2024 and introducing a sub-brand called ‘DAZY’ whose global ambassador is actress Kim You-jung. Despite all these moves, the company had not previously acknowledged its official entry into the Korean market.

“Korea is a global leader in fashion, entertainment, and culture. We aim to meet the fashion and lifestyle needs of Korean customers by offering high-quality products that are great value for money,” Shein Korea said.

The company was also hopeful that the partnership with Kim and the DAZY brand will increase Korean fashion’s global popularity even further.

Shein has gained immense popularity in the United States and Europe with its low-priced products that include $5 skirts and $9 jeans, which are currently sold in over 150 countries, excluding China. The company is reportedly preparing for an initial public offering (IPO) in the United Kingdom, after reporting a net profit of $2 billion in 2023, surpassing major global fashion brands like Zara and H&M to lead the global fashion market.