- 8 Seconds, Samsung C&T’s casual fashion brand, has launched its first overseas store in the Philippines with a grand debut at SM Mall of Asia
- This milestone marks the start of a wider expansion plan, with three stores scheduled to open by October
- ENHYPEN’s Sunoo has been appointed as the brand’s global ambassador, setting the tone for 8 Seconds’ entry into Southeast Asia
Samsung C&T’s Fashion Group has officially brought its signature brand 8 Seconds to the Philippines with the opening of its first international store. The 420-square-meter space is located on the second floor of SM Mall of Asia in Manila, one of Southeast Asia’s largest and most iconic shopping destinations.
The launch was made possible through a partnership with Suyen Corporation, a leading Philippine retail group that operates around 1,600 stores across various lifestyle sectors including fashion, beauty, and food and beverage. Founded in 1987, Suyen Corporation has played a key role in bringing global brands to local audiences.
8 Seconds joins a vibrant retail environment that features well-known fashion labels such as Zara, H&M, Gap, Forever 21, and Urban Revivo. SM Mall of Asia is not only a retail complex for the SM Group, the Philippines’ largest distribution company, but also a major landmark in the region.
A Stylish First Step in Manila
Following the launch of its first store, 8 Seconds is expanding its presence across the city with two additional locations opening this year. The second store will debut later this month at Uptown Mall in Bonifacio Global City, followed by a third opening in October at Robinsons Manila in the city center.
The grand opening of the store was held on July 9 and drew more than 2,000 visitors. Key figures in attendance included Lee Sang-hwa, Korean Ambassador to the Philippines; Jo-Dann Darong, Director at the Philippine Department of Trade and Industry; Luigi Calixto Rubiano, Councilor of Pasay City; Stephen Tan, President of SM Supermalls; as well as Ben Chan, Chairman of Suyen Corporation; Virgilio Lim, President; Bryan Lim, Vice President; and executives from Samsung C&T including Division Head Junseo Lee and Vice President Heejin Koh.
The day featured a fashion show, a raffle event, and other engaging activities that welcomed thousands of visitors and marked a vibrant start to 8 Seconds’ Southeast Asia journey.
Connecting Through Culture and Style
To connect with fans in both Korea and the Philippines, 8 Seconds appointed Sunoo of ENHYPEN as its global ambassador. The boy group enjoys widespread popularity in both countries, making Sunoo a natural choice to represent the brand.
A campaign photoshoot featuring Sunoo was released on July 10, marking the first editorial drop tied to the new launch. The visuals highlight Sunoo’s playful yet stylish persona, reinforcing 8 Seconds’ identity as a youthful and trend-forward brand.
ENHYPEN’s strong presence in the Philippines has been proven through their chart performance, with five of the group’s albums reaching No. 1 on the Philippine iTunes Top Albums chart since 2023.
Building a Regional Style Movement
With its Manila launch, 8 Seconds is beginning a new chapter in its global journey. The brand plans to continue exploring business opportunities throughout Asia, starting with a strong foundation in the Philippines.
Heejin Koh, Vice President and Head of the 8 Seconds Business Division at Samsung C&T, commented, “We are excited to build a new chapter for 8 Seconds in the heart of Manila. We hope our fashion and lifestyle approach will resonate with the energetic and vibrant young people of the Philippines.”
Bryan Lim, Vice President of Suyen Corporation, added, “8 Seconds targets the young generation, which accounts for nearly half of the Philippine population. As a true Seoul-based fashion brand, we believe it will leave a lasting impression on Southeast Asia’s Gen Z consumers.”
