Korean fashion giant 8seconds debuts in Manila, with Enhypen’s Sunoo as surprise guest  

A new name in Korean fashion has officially arrived in Manila. 8seconds, the fast-fashion label known for its rapid-fire trends and accessible K-style, opened its flagship store at the SM Mall of Asia. The launch drew significant attention not only for the brand’s debut, but also for the presence of special guest Sunoo from K-pop powerhouse Enhypen.

While organizers had hoped to surprise fans with Sunoo’s appearance, word traveled fast in the hyper-connected world of K-pop fandoms. Enhypen supporters tracked the idol’s movements from Korea to Manila, ensuring that a sizable crowd was already waiting at the Mall of Asia long before doors officially opened. For many fans, it was a glimpse of their favorite artist, and for 8seconds, it was a high-profile way to announce its arrival on Philippine soil.

“We’re delighted and proud to introduce 8seconds in the Philippines, serving as the brand’s gateway to our local fashion scene,” said Bryan Lim, Suyen Corporation vice president for business development. “We’re confident that the Filipino fashion enthusiasts, especially the Zoomers, will fully embrace the brand, as it perfectly aligns with their fashion tastes.”

Ben Chan, chairman and CEO of Suyen Corporation, noted the significance of launching a Korean brand in such a dynamic fashion landscape. “The Philippines has a rich fashion history, and Filipinos probably have one of the most distinct and inspired fashion senses as seen in the diverse and sometimes disconnected diasporas throughout our style narrative,” he shared. “8seconds strongly caters to the younger generation, which makes up more than half of our population. At Suyen Corporation, our goal is to champion what matters most to our customers when it comes to fashion curation: their true and unique identity.”

Originally launched in 2012 on Seoul’s Garosu-gil Street, a hotspot for trendsetters in the city’s Gangnam district, 8seconds quickly made its mark as a brand that embodies Korea’s dynamic approach to style. Its name reflects the belief that it takes just eight seconds to captivate a shopper’s heart, a philosophy echoed in the brand’s practice of rolling out new collections often. This high-speed fashion cycle keeps pace with the ever-evolving tastes of millennials and Generation Z consumers.

At its core, 8seconds offers ready-to-wear clothing and accessories for both men and women, spanning various style categories: from seasonal, fashion-forward collections to versatile essentials. For men, the label presents everything from monochromatic urban looks to denim-heavy casualwear, while its womenswear line balances modern femininity with functionality. Pieces can shift from office-appropriate ensembles to relaxed weekend wear, making the brand a versatile choice for different lifestyles.

As Korean pop culture continues to hold strong sway in the Philippines, 8seconds arrives at an opportune time. Fashion-conscious Filipinos, especially younger consumers, have been increasingly drawn to Korean aesthetics, driven by the influence of K-dramas, K-pop idols, and social media trends. The brand’s entrance into the local market signals confidence in the Philippines as a fashion hub.

The partnership with Suyen Corporation underscores 8seconds’ ambition to carve out a space in the region’s competitive retail scene. For local shoppers, it offers a new avenue to access Korean fashion without relying on overseas shopping hauls or online purchases.

Beyond the store’s racks, Sunoo of Enhypen added star power to the launch. I spoke to him briefly about his thoughts on 8seconds and Korean fashion as a whole.