Korean Brand 'DeFound' Succeeds at First Taiwan Pop-up, Exceeding Sales Target
Creatrip Team
a month ago
DeFound, a label incubated by Korean brand house HagoHouse, concluded its first Taiwan pop-up in Taichung with sales reaching 120% of its target. The seven-day event (June 12–18) at Shin Kong Mitsukoshi drew long opening-day lines and steady afternoon traffic. Limited items like the ‘Danny Mini Keyring in Fruits’ and market bags sold out early, while steady sellers such as the ‘Pino Bag’, ‘Fruits Market T-shirt’, and ‘Fish Market Graphic Eco Bag’ performed well—especially bags and tees. The pop-up was styled as a summer ‘grocery market’ using fruit props, rattan, and linen to convey DeFound’s signature mood. Idol group SEVENTOEIGHT’s store visit boosted fan interest. Strong turnout from the brand’s core 20–30s audience led HagoHouse to consider more pop-ups in Asia as it refines DeFound’s global expansion strategy.
