Designs inspired by Hunttricks and Lions Boys, with early sell-outs and AR experiences signaling the impact of K-collabs.

Eight Seconds, operated by Samsung C&T Fashion Group, is focusing on developing collaboration content that can capture demand from the young target audience. The strategy is to secure product variety and propose style extensions through collaborations favored by the 2030 generation.

Notably, it partnered with the Netflix popular animated film K-Pop Demon Hunters and released collaboration products in two installments in September and October, drawing positive responses. Designs inspired by the outfits of Hunttricks, a fictional girl group, and Lions Boys, a boy group, were showcased, and the lineup was planned to meet fans’ needs, yielding results.

Most of the first batch sold out early, and key items such as Hunttricks character graphic cropped tees and Lions Boys Soda Pop stage tees went into additional production or sold out. Recently, tiger ‘Thefi’ design tees, pajamas, and omamori keyrings have shown high sales.

The integrated online and offline approach drew attention, with a pop-up store at Stage35 in Seongsu-dong, Seongdong-gu, increasing touchpoints with visitors. The store drew an average of over 1,800 daily visitors, with foreigners comprising 52% of this figure, reflecting strong domestic and international interest.

In addition, Eight Seconds is expanding customer inflow through collaborations with influencers, artists, and designers. In September, it released products in collaboration with designer MINJUKIM featuring IVE Liz, including items such as neck ruched cardigan, shirred overfit jumper, and embroidered graphic short-sleeve tees that posted high sales.

Last month it launched collaboration products planned with singer-songwriter WOODZ. The items emphasized WOODZ’s masculine charm and cool attitude, and after the SSF Shop release, some items (hoodie zip-up, beanie, visor) sold out online in a day. An Eight Seconds representative said the company is actively pursuing collaborations beyond K-pop Demon Hunters, including MINJUKIM & IVE Liz and WOODZ, and will continue expanding K-content to attract customers and broaden the product lineup.