Korean lifestyle brands offer accessibility for consumers

Korean-fashion is now more accessible to Malaysians, where its core strength lies in everyday wear that prioritises comfort, usability and clean design.

Popular Korean lifestyle brands such as TopTen10, MLB and Acme De La Vie have established physical footprints in the country, while local platforms such as Leneys and Zalora offer broader access to K-style trends.

TopTen10 brings ‘good wear’ philosophy to life
Tony Oh Hyodong, executive director of Shinsung Tungsang Malaysia, the company behind TopTen10, said K-fashion today is clearly more identity-driven.

“K-fashion is no longer seen as niche or experimental, but as a reliable, modern style that fits naturally into daily life. This is the space where we operate, translating Korean sensibilities into clothing that feels familiar and practical for consumers worldwide,” he told theSun.

He said for a long time, K-fashion did not have a clearly defined global identity. Much of it was designed primarily for local consumption, shaped around Korean lifestyles and body types, which made global expansion difficult. In contrast, K-beauty established international recognition earlier, highlighting this gap.

“Today, the environment has changed. K-culture has become globally familiar, and everyday fashion from Korea is now better understood and appreciated. This marks the beginning of a more realistic global phase for K-fashion not as a trend-driven phenomenon, but as a form of practical, well-designed everyday wear that translates naturally across markets. Our brand represents this shift by focusing on wearable design, consistent quality and clothing that fits into daily life globally without losing its Korean sensibility.”

While Korean styles are highly admired, it has not always been easy for Malaysian consumers to find pieces that are fashionable and practical for daily wear. The entry of Korean brands into Malaysia has brought K-fashion to the local market, offering clothing that combines style, comfort and quality.

“Our goal is to make K-fashion approachable and wearable for Malaysians without compromising on fit or design,” said Oh.

Graphic T-shirts are TopTen10’s top-selling category in South Korea. This includes in-house designs and collaboration pieces, which are popular for their strong visual appeal, trend relevance and ability to reflect current pop culture. These items resonate well with younger consumers as they offer an easy way to express personal style while remaining affordable and versatile for everyday wear.

Meanwhile, its best-selling items in Malaysia come from the Cool Air Collection, which includes breathable, lightweight tops and casual essentials designed for comfort in warmer weather. These pieces are versatile, easy to style and reflect the practical yet stylish essence of K-fashion, making them popular among Malaysian shoppers. TopTen10 products in Malaysia are priced at RM39.90–RM499.90 (adults) and RM9.90–RM169.90 (accessories).

“For Malaysian shoppers, we are focusing on essential, everyday wear complemented by trend driven, K-fashion inspired pieces. Designed to be versatile and easy to mix and match, making them suitable for daily wear as well as a variety of occasions. We aim to offer styles that are practical, comfortable and contemporary, while remaining accessible and relevant to local lifestyles,” said Oh.

This year, it plans to open an additional two outlets in Malaysia as part of its market entry strategy.

“Looking ahead to next year, we are targeting a further three to four outlet openings to maintain momentum and strengthen our presence in the market.”

K-inspired content creator
K-pop idols and K-drama actors inspire content creator Alex Ho Kar Fai in K-fashion. Ho is drawn to how Korean styling enhances natural features, whether it is making someone look taller, sharper or highlighting their facial features through the right colours and cuts.

“What I really admire about K-fashion is its balance between boldness and camera-friendliness. Even when the looks are daring, they still feel approachable and visually pleasing on screen, and that is something I try to incorporate into my own style.

“K-fashion has a unique way of highlighting your best features regardless of body type or personal style. It is experimental in terms of colours, textures and silhouettes yet still very wearable and flattering. That balance is what I love most. K-fashion allows you to express yourself creatively while still looking and feeling your best,” Ho, 32, told theSun.

Ho’s personal style is colour-driven, and he has a special love for pink. Through K-fashion, he has learned to be more experimental and confident with what he wears.

“It has shown me fashion does not have strict rules and that colour is a powerful form of self-expression. I usually build my outfits around one statement piece, whether it is a bold printed jacket, colourful jeans or a unique top. That standout item gives me confidence and sets the tone for my day.”

Ho said K-fashion does not have to be expensive. With the rise of online shopping and social media, it has become more accessible and affordable.

“As long as you know where to look and how to style the right pieces, K-fashion is more about creativity and personal expression than how much you spend. K-fashion has become more accessible. There are many Korean-inspired labels available locally, making it easy to explore and try different styles in stores.”

His go-to item in K-fashion is a good pair of jeans. Korean jeans are usually well cut and designed to suit Asian body types. They are versatile and easy to style with almost anything.

For anyone just starting out with K-fashion, Ho would always recommend investing in a good pair of Korean-style jeans first. Next, he would like to experiment more with daring shapes and silhouettes.

“As I create dance content, I have been exploring oversized shoes and bolder styling, and they really stand out visually on camera. Moving beyond colour and focusing more on strong shapes allows me to step out of my comfort zone and create looks that are eye-catching, fashionable and true to K-fashion.”

Ho said Y2K is still trending in K-fashion, but the focus is shifting towards comfort while staying fashionable. Baggy jeans, oversized hoodies and relaxed silhouettes are making a strong comeback. It is all about being trendy without sacrificing comfort.

 The Sun Malaysia