Six stores in Seongsu-dong alone: the 1988-born CEO taking on Korea's accessories market

Nyunyu, South Korea's largest accessories-focused SPA brand, is on a sharp growth trajectory. The brand has been rapidly expanding its store footprint across prime commercial districts — Seongsu-dong, Myeong-dong, Gangnam and Hongdae — and observers note it is only a matter of time before annual sales break the 100 billion won ($75.5 million) mark.

Nyunyu currently operates 16 stores, with the highest concentration in Seongsu-dong, Seoul, according to fashion industry sources. The brand recently opened a 990-square-meter nyunyu Girls Black store there, bringing its Seongsu-dong total to six. The cluster includes nyunyu Seongsu, nyunyu Yeonmujang, nyunyu Girls Seongsu, nyunyu Girls Black Seongsu, nyunyu House Seongsu Station and nyunyu Lab.

Three stores operate in Myeong-dong — nyunyu Myeong-dong, nyunyu House Myeong-dong Station and nyunyu World Myeong-dong. In the Hongdae area, the brand runs three locations: nyunyu Hongdae, nyunyu Seogyo and nyunyu House Hongdae. Gangnam has two — nyunyu Gangnam and nyunyu House Gangnam Station — as does the Dongdaemun district, with stores at Dongdaemun and Sindang.

Nyunyu started as a wholesale accessories vendor in Dongdaemun and has since grown into an SPA brand carrying more than 30,000 fashion and lifestyle items. In its early days the company primarily served domestic and overseas wholesalers, including buyers from China. It also built word of mouth among young female consumers by allowing anyone who purchased five or more items to buy at wholesale prices, even without a business registration.

The brand began its push for broader expansion in 2023, when it opened its first stores in Myeong-dong and Gangnam. From 2024 it accelerated growth around Seongsu-dong and Hongdae. The pace has picked up further as nyunyu has gained popularity among foreign tourists visiting Korea. The brand plans to enter the Bukchon district soon.

Nyunyu's appeal rests on competitive pricing and trend-driven products. Accessories such as rings and earrings start at around 3,000 won, including jade rings and bracelets — part of the so-called "jade core" trend — while jelly bags that proved popular in summer are priced from around 10,000 won.

The company is led by Lee Gi-ppeum, a CEO born in 1988. According to industry sources, Lee began working in the accessories business in her early twenties, starting with a small store near Hongdae before gradually building the business and founding nyunyu.

Nyunyu is eyeing annual sales of 100 billion won. The brand crossed the 10 billion won threshold for the first time in 2023, posting 18.8 billion won, then surged to 43.1 billion won in 2024 and 60.6 billion won in 2025. Given its recent expansion pace, the company is widely expected to surpass 100 billion won before long.