As global brands enter the Korean market, their brand image often undergoes significant transformations to align with local culture and consumer preferences. These changes reflect strategic moves to resonate with Korean trends and redefine the brand’s perception in a new market. Korean consumers, known for their keen sense of style and preference for both trendy and functional products, have driven many brands to adapt their offerings. This phenomenon highlights how global brand identities can harmonize with localized adaptations to succeed in a new market.
Contents
1. National Geographic
2. Discovery Expedition
3. Kodak
4. Pan Am
5. MLB
1. National Geographic
View this post on Instagram
Originally known for its explorations and documentaries, National Geographic has rebranded itself in Korea as an outdoor apparel and gear brand. It emphasizes an adventurous image with functional, trendy, yet practical products. The Dongdaemun Hyundai Outlet store offers a wide range of outdoor clothing and accessories, perfect for those who love exploration and the outdoors.
2. Discovery Expedition
View this post on Instagram
Discovery Expedition, initially famous as a TV channel, has been reborn in Korea as an outdoor apparel brand. It retains its original themes of exploration and adventure while offering casual, stylish clothing and accessories that appeal to Korean consumers. The brand is known for its versatile products, which are suitable for everything from light hiking to everyday wear.
3. Kodak
| Flagship Store Address: 3-1 Yeonmujang 7-gil, Seongdong-gu, Seoul (Kakao Map)
View this post on Instagram
Kodak, renowned for its film cameras, has reimagined itself in Korea as a retro-inspired fashion brand. The Seongsu Flagship Store showcases clothing, accessories, and camera-related products that leverage Kodak’s iconic colors. These unique items blend the brand’s original heritage with contemporary trends, making them stand out in the fashion market.
📷 Things to enjoy in Seongsu-dong!
- Action Painting Experience in Hapjeong/Seongsu
- Seoul Walking Tour: Seongsu-dong Cafes, Shopping, K-pop & Culture
- Learn Basic Korean & Calligraphy in Seongsu
4. Pan Am
| Flagship Store Address: 89 Yeonmujang-gil, Seongdong-gu, Seoul (Kakao Map)
View this post on Instagram
Pan Am, a legendary airline, has transformed into a vintage-inspired fashion brand in Korea. The Seongsu Flagship Store offers a variety of travel-themed clothing and accessories, reinterpreting Pan Am’s legacy with a modern twist. It’s a place where visitors can experience nostalgia while keeping up with the latest fashion trends.
✈️ Things to try out in Seongsu-dong!
5. MLB
View this post on Instagram
MLB, originally the brand of Major League Baseball in the U.S., has evolved in Korea into a popular streetwear brand that blends sports with fashion. Starting with baseball caps and apparel, MLB now offers a wide range of casual fashion items. In Korea, it has become synonymous with a hip, youthful style, attracting a large following among the younger generation with its diverse colors and designs.
Discover even more brands to check out in Korea on our blog:
- Guide to Seoul Fashion Week 2025 S/S
- Top 5 Trendy Korean Fashion Brands to Shop for in Seoul
- Best Cafes in Seoul Run by Korean Fashion Brands
For more ideas for your next trip to Korea, check out Trazy.com, Korea’s #1 Travel Shop!
Photo Credits:
Kodak Apparel Official Facebook Page