QtrendsK-pop and premium retail boost South Korean brands in China
South Korean retailers are leveraging K-pop fandom to regain traction in the Chinese market, where consumer sentiment is slowly improving. Chinese sportswear group Xtep opened its first Saucony store in Hong Kong, signaling a renewed push into premium retail as market conditions brighten. The moves reflect a broader trend of brands using cultural appeal and high-end positioning to compete in Asia's largest consumer market.
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