Collab Korea, a fast-growing global launchpad platform rooted in the multi-channel network (MCN) business, is accelerating the U.S. expansion of K-lifestyle startups spanning K-culture, beauty, and food.
On March 13, Collab Korea announced it will host a four-month pop-up project titled “FROM KOREA TO THE U.S”, running from March 13 to July 9 in Seongsu-dong, Seoul — one of Korea’s most influential creative districts. The initiative is designed to connect emerging Korean brands directly with the U.S. market, particularly Los Angeles, a global hub for K-culture consumption.
A Dual-Location Launchpad: Seongsu × Los Angeles
Collab Korea has already been supporting Seongsu-based startups in expanding to LA, and this new pop-up takes that model further. Participating brands will gain the rare opportunity to operate pop-up stores simultaneously in Seongsu and Los Angeles, offering real-time exposure to both domestic trendsetters and global consumers.
Applications open in February, with around 30 startups to be selected across beauty, food, and fashion categories.
Beauty Company MIMUSE to Operate Korea Pop-Up
The Korea-side pop-up will be exclusively operated by beauty company MIMUSE, the brand behind Korea’s leading nail-tip label MuseMark. With the project running in parallel in Korea and the U.S., MIMUSE aims to position the pop-up as a springboard for K-startups entering the global market.
A MIMUSE representative commented,
“The U.S. K-culture, beauty, and food markets are already worth tens of billions of dollars. With rapid consumer adoption and trend diffusion, we expect these sectors to grow into hundreds of billions of dollars in the coming years. Our goal is to ensure K-startups can benefit from this growth both in Korea and on the ground in the U.S.”
K-Lifestyle as a Global Business Model
As K-culture evolves beyond music and entertainment into a full-scale lifestyle economy, platforms like Collab Korea are redefining how Korean startups globalize — not through export alone, but through experience-driven, localized brand launches.
The “FROM KOREA TO THE U.S” pop-up represents a growing trend: Seongsu as the proving ground, LA as the global stage.
Applications for participation will be available via Collab Korea’s official website starting next month.
KOREA FBI Editor’s Comment
Seongsu is no longer just a trendy neighborhood — it’s becoming a global testing lab for K-brands. By linking Seongsu directly with Los Angeles, Collab Korea is building a cultural runway where Korean startups don’t just export products, but export lifestyles. The future of K-business may begin in Seoul, but it’s increasingly designed to land in the U.S.
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