K-Fashion Brand "Dunst" Opens Pop-Up Store in Shanghai to Target Chinese Millennials and Gen Z

Pop-up Store Opens for Two Months on Shanghai's Huaihai Zhonglu
Targeting Experiential Consumption Preferences of China's Millennials & Gen Z
Accelerating Expansion in the Chinese Market with Online Strategies

LF announced on the 18th that its subsidiary Citydots' brand "Dunst" will open a pop-up store in Shanghai, China. The strategy is to broaden its connection with the local 20s and 30s demographic and expand its influence in the Chinese market.

This pop-up store is located in "Huaihai Zhonglu," a major shopping district in Shanghai, and will operate for two months until January 14 next year, occupying approximately 204 square meters (62 pyeong). This street is known for having the highest density of female consumers in their 20s and 30s, with various flagship and select shops gathered, making it a trend hub in Shanghai where "the store itself is recognized as a platform for brand experience."

Exterior of Dunst Shanghai Pop-up Store. Provided by LF.

The pop-up store is designed to cater to the experiential consumption preferences of China's Millennials & Gen Z, allowing customers who have previously only encountered the brand online to experience Dunst's clothing in person and engage with the brand more deeply. The pop-up store is themed "The Place We Want to Arrive," and features a split-flap (mechanical information board) photo zone inspired by airport information boards, as well as a collection exhibition zone.

In the collection exhibition zone, Dunst's 2025 fall/winter collection is presented through the lens of photographer Angela Hill. This collection consists of coats, jackets, and knits that combine a classic mood with sophisticated details, creating a winter look that harmonizes deep brown, camel, gray, blue, and olive colors.

Dunst established a corporation in Shanghai in the first half of 2024 and has rapidly expanded its online business on major Chinese domestic platforms such as Tmall Global, Douyin Shop, and Xiaohongshu Shop since the fall/winter season. About a year after fully launching its business in China, Dunst ranked in the top 1% of the Tmall women's apparel category and among the top 20 overseas women's brands. Recently, the company also opened a WeChat Mini Program store to strengthen its online connection with local Chinese customers.

A Dunst representative said, "Rather than a one-off event, we aim to solidify our identity as a global brand representing K-fashion and mark the beginning of Dunst's global growth and brand influence from a mid- to long-term perspective."

Launched in 2019 as an LF in-house venture project, Dunst has been actively expanding its global wholesale business since 2022. The brand has now established partnerships with buyers in about 70 locations across 20 countries, including the United States, Canada, Italy, France, the United Kingdom, China, Hong Kong, and Japan.

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