South Korean fashion brand Emis is set to open its first offline store in mainland China at 795 Huaihai Middle Road in Shanghai, near Gentle Monster and Nice Rice flagship stores. While Emis has previously launched pop-up stores in Taipei, Hong Kong, Macau, and Shanghai’s Xintiandi, its primary sales channels in China have been online platforms such as Tmall, Douyin, JD.com, and Dewu. Despite gaining popularity for its signature baseball caps, Emis faces challenges in expanding beyond this category, especially as similar South Korean and domestic brands with comparable styles and pricing continue to expand rapidly in China.