What: Hyundai Department Store partners with Thailand’s Siam Piwat Group to curate and launch Thai beauty and lifestyle brands in Korea, targeting younger, value-driven consumers.

Why it is important: Hyundai’s collaboration with Siam Piwat reflects a broader industry trend of using strategic partnerships and curated retail to diversify assortments and attract younger, value-driven shoppers.

Hyundai Department Store has teamed up with Siam Piwat Group, Thailand’s leading retail operator, to introduce select Thai beauty and lifestyle brands to Korean consumers. The collaboration brings flagship products from Maison Craft, GLA, and Herbs&Minerals to Hyundai’s HBYH and B.CLEAN select shops, including at The Hyundai Seoul and Pangyo branches. The initiative is designed to offer Korean shoppers a fresh, differentiated experience while giving Thai brands a platform to enter the Korean market. The curation reflects the rising demand among Korean consumers in their 20s and 30s for brands with strong stories, individuality, and a focus on sustainability. This partnership builds on a 2024 strategic agreement between Hyundai and Siam Piwat to share retail know-how and drive innovation, and it exemplifies the growing trend of intra-Asian retail synergy, experiential select shops, and cross-border brand curation as key drivers of retail evolution in the region.

IADS Notes: Hyundai Department Store’s collaboration with Siam Piwat Group to introduce Thai brands to Korea exemplifies a broader trend of cross-border brand curation and intra-Asian retail partnerships. As reported by Korea JoongAng Daily in September 2025, Hyundai has accelerated its international expansion through pop-ups and select shop formats, leveraging partnerships with leading Asian retailers like Parco and Siam Piwat to bring curated, story-driven brands to new markets. The Chosun Daily in June 2025 and Inside Retail in January 2025 highlighted Hyundai’s focus on experiential retail and value-driven assortments, targeting younger consumers who prioritise individuality and sustainability. Maeil Business Newspaper in July 2025 and The Korea Herald in October 2024 noted the growing importance of cultural storytelling and consumer trends among 20- and 30-somethings, prompting department stores to innovate and diversify their offerings. Bangkok Post in July 2025 and Fashion United in August 2025 described the rise of intra-Asian retail synergy, with Hyundai and peers like Shinsegae and The Mall Group leveraging partnerships to expand market reach and adapt to regional competition. Finally, Maeil Business Newspaper in January 2025 and Inside Retail in May 2025 provided context on stagnating domestic growth and the need for Korean department stores to pursue innovation, digital engagement, and cross-border strategies to sustain momentum.

Hyundai Department Store brings Thai Siam Piwat brands to Korea