Issue Focus

Local Magazine Turns TOPTEN Stores into Culture Hubs

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Summary

Local Magazine Turns TOPTEN Stores into Culture Hubs
Type	Other	Genre	Fashion

Local Magazine Turns TOPTEN Stores into Culture Hubs

Korean SPA brand TOPTEN10 has launched a local magazine project, “TOP CITY Gangwon,”

as part of its localization campaign. Following a first issue themed around Jeju, the new volume

focuses on people, landscapes and lifestyles in the Gangwon region, positioning fashion stores as

distribution hubs for regional culture content.

♦ Key Case overview

• Brand: TOPTEN10 (by Shinsegae TongSang) releases “TOP CITY Gangwon” as its second local magazine

after the Jeju edition, built on the brand value of “diversity.”

• Content features local figures such as pediatrician Yoo Young-myung (known as a “real-life Ik-jun”),

actor Yang Dae-hyuk (cast in KBS2 drama Love Track), and Gangneung calligrapher Kim So-young,

alongside photo essays and lifestyle editorials.

• The project aligns with the expanding Korean “loconomy” trend, which emphasizes regional identity

and local stories.

♦ Content / Business point

• The magazine is first unveiled via TOPTEN’s own online mall campaign and digital content,

then printed in 5,000 copies for free distribution.

• From 17 December, copies are available at 13 adult stores in Gangwon and 17 key stores nationwide,

showing how a fashion chain uses its retail network as a cultural distribution channel, not just a sales floor.

• Rather than a clothing catalog, the issue curates interviews, regional photography and lifestyle stories

that reflect Gangwon’s winter tourism appeal and growing foreign visitor numbers

(approx. 120,000 in 2022 to 140,000 in 2024).

♦ Global / Buyer angle

• TOP CITY illustrates how a Korean SPA brand leverages storytelling-driven local magazines to deepen

regional ties while reinforcing brand values like “Good Wear” and everyday lifestyle.

Source

TIN News. (2025. 12. 12)

FASHIONBIZ. (2025. 12. 12)

Source

TIN News