South Korean designer brand Wooyoungmi opened stores in Beijing’s Taikoo Li Sanlitun and Chengdu Taikoo Li. The brand previously debuted in Beijing’s Galeries Lafayette earlier this year. Founded in Paris in 2002, Wooyoungmi has limited standalone stores worldwide, but sells through department stores and online platforms. The expansion reflects Korean fashion brands’ accelerated overseas growth, from mass-market names like Chuu to higher-end brands including Ader Error and Juun.J. However, South Korean brands face challenges in China’s mid-to-high-end market where Japanese designers dominate and luxury demand has weakened.