[Global Hit Item] Shoes Chosen by BTS... Mabieng Rose Targets Overseas Markets

Unique Handmade Shoes with Distinctive Design
Accounting for Over 60% of Overseas Sales

"We are gaining global attention through collaborations with various artists. When we were commissioned to make shoes for BTS, I felt a heavy sense of responsibility."

Lee Seon-yul, CEO of Mabieng Rose, said in an interview with Asia Economy on the 16th, "Ahead of BTS's world tour, we received requests to create different shoes that would express each member's personality. Before making the shoes, we received the actual shoes the members had worn to check their sizes and established unique design concepts for each individual," adding, "After the world tour, the long boots Jungkook wore became a hot topic on social media, and we received overseas inquiries asking if the product was available."

Lee Seonyul, CEO of Mabieng Rose.
[Photo by Cafe24]

Mabieng Rose is a company known for its handmade women's shoe brand 'Yullie.' CEO Lee has overseen the design for 13 years and holds over 50 design-related patents. The brand is characterized by unique designs such as buckles and heels attached to the shoes. CEO Lee explained, "More than 60% of our sales come from overseas through handmade shoes," and added, "We present contrasting designs of extreme flamboyance or simplicity, while achieving sewing perfection based on special processes."

In 2021, they exhibited specially made shoes at the Cannes Film Festival, which attracted attention as actors wore them. CEO Lee stated, "We have proven our competitiveness as a high-end brand by generating most of our overseas sales in Europe and the United States, the fashion capitals," and noted, "Orders from customers in the Middle East, centered around Dubai, are continuously increasing."

The offline store operated in Seongsu-dong, Seoul, is also considered a tourist course for foreigners. A significant portion of actual visitors are foreigners. Additionally, the English shopping mall operated through the global e-commerce platform Cafe24 has driven the brand's overseas sales growth. CEO Lee emphasized, "In an era where SNS is active, design boundaries between countries are becoming blurred," and added, "Companies with strong brand identity will grow, so I will actively utilize the experience of the past 10 years in management."

This content was produced with the assistance of AI translation services.