E-Land SPAO Targets Chinese Fashion Market Led by CEO Choi Woon-sik

Appointment of Korea-China Joint Fashion General Representatives in January
Partial Integration and Streamlining of Fashion Business Divisions in Both Countries

E-Land's SPA brand 'SPAO' announced on the 23rd that it will actively target the Chinese fashion market to establish itself as a global SPA brand.

Choi Woon-sik, CEO of E-Land World Korea-China Fashion Division [Photo by E-Land]

Earlier, in January, E-Land appointed CEO Choi Woon-sik as the head of Korea-China fashion operations and pushed for direct entry into the Chinese market. CEO Choi plans to integrate some of the independently operated fashion business sectors of both countries, including product planning, production, and brand management, to achieve efficiency. Additionally, E-Land aims to accelerate the globalization of its leading SPA brand in the Korean fashion sector.

An E-Land official explained, "The Chinese business division saw a 460% year-on-year growth in operating profit in the first quarter of this year, marking a full-fledged rebound. With the reopening of economic activities, performance has rapidly improved, making it the right time for E-Land's core fashion brands to aggressively target the global market, starting with China."

SPAO, which surpassed 400 billion KRW in sales last year, is expected to aggressively expand in the Chinese market to become a global SPA brand. Until now, SPAO has employed a localization strategy by designing and selling China-exclusive products different from those in Korea. Starting this year, Korean SPAO will act as the headquarters and directly deploy Korean products in China.

Meanwhile, this year, E-Land plans to expand other major domestic growth brands such as Who.A.U and New Balance Kids throughout China, in addition to SPAO.

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