Seoul much style: From Musinsa Standard to Tamburins, cool Korean labels take over Malaysian malls

KUALA LUMPUR, Nov 9 — South Korea’s most fashionable and beautiful labels are bringing their products directly to Malaysian malls. From minimalist wardrobes and trendy handbags to perfumes that are also works of art, a new wave of Korean brands has arrived in Malaysian malls in 2026 with more to come. Here are the key players to watch.

The fashion refresh Korean casualwear brand TOPTEN10 launched in Malaysia at Sunway Pyramid in January and will open a second outlet at 1 Utama in July. Their clothing features relaxed fits, simple basics, and easy-to-layer pieces perfect for K-drama fashion scenes. Founded in 2012, TOPTEN10 offers stylish everyday clothing at affordable prices.

Musinsa Standard, the in-house brand of South Korean fashion platform Musinsa, is set to enter the Malaysian market after signing an exclusive distribution deal with retail giant Mitra Adiperkasa (MAP) in August. Famous for modern essentials and minimalist streetwear, Musinsa plans to open stores in Kuala Lumpur and other major cities, although exact dates and locations are still to be announced.

The brand has seen a 63 percent year-on-year increase in sales between 2023 and 2025 and a further 117 percent jump in the first half of 2026. Malaysians have clearly caught on to Korean fashion trends. The bag obsession Sleek Korean handbags have been taking over social media feeds. Seoul-based accessories label Stand Oil has gained a cult following for its stylish shoulder bags with retro designs and unique shapes.

Stand Oil’s appeal lies in bags that are both practical and fashionable, adding personality to basic outfits. Now, Malaysians can check out Stand Oil’s bags in person at a boutique on Level 4 of Pavilion Kuala Lumpur. The beauty takeover Korean skincare and cosmetics have become a major part of Malaysia's beauty scene. South Korean retail giant Shinsegae’s hyperground pop-up platform opened at Seibu in The Exchange TRX and will run until March 2027, showcasing over 10 Korean beauty brands like Dinto, Headspa7, Fivebybe, Marie Claire and Tansanmagnesium.

Malaysian beauty retailer HERMO has returned to physical stores at The Campus in Ampang, bringing together Korean beauty products in a browsing-friendly space. Online beauty retailer Olive Young has partnered with Sephora to bring a selection of Korean beauty brands to local shoppers through a dedicated discovery space at Fahrenheit88 since September.

The fragrance craze The next brand to watch is Taiwanese-Korean fragrance and beauty label Tamburins, founded by the company behind eyewear brand Gentle Monster. Known for sculptural perfume bottles and unconventional fragrances, Tamburins creates a gallery-like experience in their stores. Their celebrity endorsements, including Blackpink’s Jennie, Stray Kids’ Felix, and actor Byeon Woo-seok, have only fueled the hype.

A Malaysian boutique at Suria KLCC is set to open soon, though the official date is yet to be announced.