In an interview, KoTae Yong told us that the Korean government provides strong support to designers through various programs, in addition to hosting local fashion weeks and providing support for sample clothing manufacturing, and actively helping brands develop overseas markets.

The five designer brands participated in the "2022 AW online and cloud ordering fair", which was strongly supported and helped by the Korea Creative Content Agency (Korea Creative Content Agency, referred to as "KOCCA").

As a public organization in Korea, KOCCA is committed to promoting the sustainable development of the Korean cultural industry by providing policy and financial support to creative cultural enterprises.

With the joint efforts of the government and designers, in recent years, many Korean brands have been active on the international stage such as Paris Fashion Week and New York Fashion Week, and Korean designers have frequently appeared in the final list of international design competitions, such as: At the fifth LVMH Prize for Young Designers in 2018, Rok designer Rok Hwang and his brand Rokh won a special prize; South Korean couturier Ashlynn Park and her brand ASHLYN are finalists in the LVMH Prize for Young Designers.

In January, Sequoia China announced it would acquire a controlling stake in WE11DONE, a global fashion trend brand originating in Seoul.

In Hong Hyejin's view, entering the overseas market is a necessary process for the growth of Korean designer brands, "the limitation of the size of the Korean market itself and the fierce industry competition are the main reasons for brands to enter the overseas market."

According to data released by The Korea Textile Industry Association in December last year, the size of South Korea's local fashion market in 2021 is about 43.35 trillion won (about 229.755 billion yuan).

Lee Chung Chung agrees that "through overseas markets, brands can further expand their scale and enhance their brand value".

But how to adapt to overseas markets?

How to understand consumer psychology?

It has become the opportunity and challenge faced by these designer brands in the process of going to sea.

Lee Chung Chung stressed that "due to funding, manpower and other reasons, the brand may not be very good