MUSINSA KICKS plans to open its fifth store in Parnas Mall, located on the first basement floor of the Grand InterContinental Seoul, in early December. ^[1] MUSINSA reported first-half revenue of 821.7 billion won, while operating profit decreased by 11.2% year-over-year to 52.3 billion won due to rising raw material costs and logistics expenses. ^[2] Hyundai E&C announced on April 4th that it will operate a Hillstate brand pop-up store at the 29CM HOME SEONGSU 1st store in Seongsu-dong, Seoul, from April 4th to April 10th. ^[3] MUSINSA opened its first MUSINSA KICKS store in Hongdae in January, followed by a store in Seongsu in March and a store at Starfield Coex Mall in Goyang in August. ^[4] This location in Gangnam represents the first expansion of MUSINSA KICKS into the Gangnam district. ^[5] The event is titled 'FIND MY HILLSTATE' and aims to allow customers to discover their lifestyle preferences through the rebranded Hillstate identity. ^[6] The pop-up space implements the new Brand Identity (BI) and three core values-Stylish Life, Various Life, and Comfortable Life-across a brand promotion zone, customer experience zone, and goods display zone. ^[7] The pop-up store is a collaboration with MUSINSA, a fashion and lifestyle platform, to celebrate the 20th anniversary of the Hillstate brand launch. ^[8]