Hong, who started his business in 2012, now introduces over 100 brands of Korean and overseas designers in fashion and accessories. HABSTORE gives special priority to brands that have a distinct identity, but has not received attention from the public.

HABSTORE chooses and introduces overseas brands in Korea based on price, fame and branding potential, but when introducing Korean brands overseas, focuses on those with a distinct Eastern style or a “K-style” that Korean stars tend to wear.

Hong currently uses the HABSTORE showroom in Mapo-gu, Seoul to attract foreign buyers visiting Korea and plans to open a flagship store in New York.

“We want to keep challenging ourselves to expand the market where we can introduce successful domestic brands into the global market,” he said.

By Sang Youn-joo (sangyj@heraldcorp.com)