In 2026, the global expansion of Korean cultural industries—spanning K‑pop, K‑beauty, K‑food, and K‑fashion—is evolving from a branding phenomenon into a measurable driver of office leasing demand in Korea, most clearly reflected in the growing shift toward consolidated headquarters strategies, particularly among K‑beauty companies.
Companies such as Goodai Global (including brands like Beauty of Joseon, TIRTIR and Skinfood), SKIN1004 (Craver Corporation), Round Lab, House of Hur and IUNIK initially grew within small- to mid-sized offices or decentralized workspaces in areas such as Yeongdeungpo, Seongsu and Mapo. However, as their global revenues and corporate valuations increased, many have transitioned away from fragmented leasing structures toward centralized headquarters in larger, core office locations.
A clear shift is emerging in how K-consumer companies approach office space, reflecting broader changes in corporate structure and global operations.
A notable example is F&F, which sold its previous headquarters and acquired Centerpoint Gangnam as its new head office. The former F&F building was subsequently leased by Goodai Global, consolidating its headquarters operations. This trend reflects not a one-off relocation, but a broader, simultaneous shift in spatial strategies across K-consumer companies.
The growing preference for consolidated headquarters in prime office districts such as Gangnam is not merely a function of expansion or relocation. Rather, it represents a strategic decision to integrate branding, marketing, content production and global sales functions within a single location—enhancing both operational efficiency and corporate identity. This shift highlights that office demand in 2026 is increasingly tied to corporate maturity and global operating complexity, rather than simple headcount growth.
This trend is further reinforced by relocations such as The Pure Lab’s move to Parc 1 in Yeouido. Similar patterns are observed across other K-consumer companies, which are increasingly consolidating into larger, centralized headquarters in core office districts. Importantly, this should not be interpreted as a contraction in overall demand, but rather as increasing polarization—where vacancies are concentrated in secondary (Grade B) assets.
Moreover, this structural shift is extending beyond K-beauty into adjacent sectors such as K-food and retail. Companies are increasingly transitioning from smaller, decentralized offices in non-core locations to larger, integrated headquarters in prime CBD and GBD areas, reflecting both rising corporate valuations and the need for more sophisticated, centralized operations.
Ultimately, the expansion of Korean consumer brands into global markets is driving a fundamental reconfiguration of office demand. As companies scale, the need to integrate headquarters, branding, and commercial functions continues to intensify—reinforcing a structural shift toward high-quality, centrally located office assets.
Moreover, this structural shift is extending beyond K-beauty into K-food and retail sectors. Samyang Foods, driven by the global success of its “Buldak” brand, acquired Namsan N Tower in the second half of 2025 and relocated its headquarters. Similarly, CJ Olive Young acquired KDB Life Tower and completed its headquarters relocation. These cases demonstrate that rising corporate valuations driven by the global popularity of Korean content and culture are translating not only into leasing demand but also into direct investment in office assets.
Ultimately, the valuation uplift associated with the global expansion of Korean consumer brands is driving an upward shift in corporate space strategies—from smaller, decentralized offices in non-core locations to larger, centralized headquarters in prime CBD and GBD locations. With K-beauty exports surpassing USD 10 billion annually, the need to integrate headquarters, sales and marketing functions is intensifying, reinforcing this structural demand shift within the office market.
Market Implications
Looking ahead to 2026, rising valuations and sustained demand for consolidated headquarters among K-consumer companies—driven by the global popularity of K-culture—are expected to remain key structural drivers shaping Seoul’s office market.
As a result, market dynamics will be increasingly driven by the quality of demand and asset selectivity, rather than overall transaction volume—further reinforcing the ongoing ‘flight to quality’ trend.
Executive Director, Head of Research – Korea
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