Hip South Korean fashion brand EMIS opened its first store on April 2 on Middle Huaihai Road in Shanghai's Huangpu district.

Founded in Seoul in 2017, EMIS has gained recognition for its minimalist yet sophisticated designs that blend comfort with style.

The brand's name, "EMIS" — short for "Every Moment Is Special" — reflects its philosophy of making everyday life extraordinary through fashion. With a strong presence in South Korea and a growing international following, EMIS aims to offer versatile clothing suited for both work and leisure.

The opening of EMIS's first store in Shanghai received full support from the Huangpu district commission of commerce, which provided customized assistance throughout the process.

To ensure its smooth opening, the commission introduced a fast-track process for the store's registration, assigning dedicated staff to guide the company through the administrative procedures, streamline documentation, and expedite approvals.

This significantly reduced processing time and enables EMIS to launch as planned in the Huaihai Road shopping area.

Inside the new store, the layout is carefully curated to showcase EMIS's trendy collections. At the entrance, a visually striking display highlights the latest in seasonal items with bold color combinations, immediately capturing the essence of the brand's style.

The store is divided into sections by clothing categories, with loose hoodies in the casual section and functional sportswear in the athletic zone.

A dedicated accessories section offers a range of trendy hats, statement necklaces and other stylish pieces, allowing customers to complete their looks effortlessly.

Address: No 795-2 Middle Huaihai Road

Business hours:

Sunday to Thursday: 11 am – 9 pm

Friday to Saturday: 11 am – 9:30 pm

Source: Official WeChat account of the publicity department of the CPC Huangpu district committee at "shhuangpu"