The Berlin Fashion X International project, initiated by Fashion Council Germany and supported by the Senate Department for Economic Affairs, Energy and Public Enterprises, marked its first delegation trip to Seoul, South Korea, from September 1st to 5th. The trip aimed to introduce the twelve fashion and accessory brands to the Korean market through workshops, networking events, and store visits.

The twelve participants Balletshofer, Clara Colette Miramon, Danny Reinke, DAWN Denim, Gerrit Jacob, Haderlump Atelier Berlin, Isabella Rudzki, LUEDER, Richert Beil, Sia Arnika, Unvain Studios and William Fan experienced a week full of diverse visits and events that helped them to understand the dynamics of the Korean market and gain valuable new business relationships.

The highlight included the Berlin Showroom organized in partnership with MCM, where the brands had the opportunity to present their collections to B2B and press contacts. The week started off with our Showroom Opening event, which was part of the official Seoul Fashion Week calendar and welcomed local key industry players.

The program featured workshops on Korean business culture led by Anton Scholz, a fashion distribution session by Sung Woo Kim as well as a PR workshop by Joy Somin Park of InTrend, providing insights into local market strategies. An exclusive Fireside Chat with Korean designers and agencies offered further perspectives on the South Korean fashion landscape, with discussions on brand communication and influencer marketing, strengthening connections and knowledge exchange among participants.

Another key focus were local store visits to connect with Korean fashion brands and gaining insights on the importance of store concepts for an immersive buying experience and Korean consumer behaviour. Brands visited flagship stores of Andersson Bell, Amomento as well as Multi-Brand Stores and Concept Stores like Addicted, Boon The Shop, EMPTY or MOTH.

The delegation trip strengthened the international visibility of the participating brands and provided relevant insights into the Korean market through direct engagement with retailers, the media, and creative professionals. These exchanges laid the foundation for sales opportunities, strategic partnerships and long-term collaborations. The next delegation trip will take place in November 2025, with Tokyo, Japan, being visited for the first time.