(Yicai) Jan. 7 -- South Korean conglomerate Shinsegae Group has partnered with Alibaba International to export Korean products to China through the Chinese internet firm’s platform, a move branding experts say reflects warming bilateral ties and renewed momentum for Korean fashion brands in the Chinese market.

The agreement was reached at a recent China–South Korea Business Forum and comes as political and commercial exchanges between the two countries show signs of recovery. The collaboration is expected to boost short-term sentiment toward Korean consumer brands, particularly in fashion and beauty.

Chen Jingjing, founder of Jingjie Brand Consulting, told Yicai that the visit of South Korean officials and representatives from more than 200 businesses to China can be seen as a phased “reset signal” in political and commercial relations between the two countries. This is likely to bring short-term positive sentiment and expectations for consumer brands in sectors such as fashion and beauty, Chen said.

Senior fashion retail professional Wang Minhua said that new Korean brands began entering the Chinese market gradually from 2024, with a much denser influx emerging in 2025.

According to Yicai statistics, more than 10 Korean brands -- including Emis, Rest&Recreation, Ronron Archive, Bearnova, Conect X, Mmlg, Adererror, Musinsa Standard, Satur, and Apm Cube -- have entered the Chinese market since 2025. These brands span clothing, hats, and footwear, and are also expanding their physical retail presence in China.

Emis, founded in 2017, opened its first China store on Middle Huaihai Road in Shanghai last March, followed by pop-up stores in cities such as Shenzhen, Chengdu, and Hangzhou.

Rest&Recreation opened its first China store in Hangzhou last April and rapidly expanded to more than 10 additional outlets in cities including Beijing, Shanghai, Shenzhen, and Chongqing, many of them located in high-end shopping malls. The brand is widely regarded within the industry as the fastest-expanding Korean label in terms of store expansion last year.

Musinsa opened two stores in Shanghai last December. Kim Dae-hyun, chief executive of Musinsa China, said the company plans to open more than 100 stores in China over the next five years, targeting combined online and offline revenue of more than KRW1 trillion (USD690 million) by 2030.

Chen cautioned, however, that China’s competitive landscape has undergone fundamental changes, with local brands rising rapidly and consumer decision-making increasingly shaped by social media. Whether Korean brands can build supply chain and cost advantages and achieve a new round of growth will depend on their ability to establish clear and perceptible differentiation, as well as to build integrated channels combining localized e-commerce, social content conversion, and offline experiences.

Wang also noted that while the Korean culture continues to attract Chinese consumers through entertainment, film, and fashion, the fast-paced evolution of Korean fashion makes it easier for consumers to accept new styles and content. Sustaining long-term vitality, she said, will depend on brands’ ability to continuously engage consumers in the Chinese market.

Editor: Emmi Laine