IRKOM Brief

This study aims to identify the strategic factors that enable Korean hidden champion (so-called “K-Small Giants”) to succeed in the global market, focusing on the international expansion of the Korean athleisure fashion brand Andar. Unlike previous studies on SME globalization, which often emphasize export-oriented manufacturers or large corporations, this research highlights a uniquely Korean global strategy that combines K-lifestyle, cultural content, D2C distribution, and agile execution.

First, the study analyzes the structure and regional characteristics of the global athleisure industry—projected to grow 8–10% annually by 2025—to assess market opportunities for Korean SMEs. Second, it examines how Andar leveraged D2C distribution, social media marketing, and product innovation to succeed in the domestic market and gradually expanded into global markets such as Japan and Singapore, establishing itself as a K-athleisure brand.

The study further explores how high-performance materials, body-specific product design for Asian women, K-culture-based branding, and digital-centric marketing contributed to Andar’s success. It also evaluates the brand's localization strategies and organizational agility in global operations.

Methodologically, the research employs a mixed qualitative case study approach, including literature review, secondary data analysis, netnography (online consumer perception analysis), in-depth interviews with Andar executives, marketers, overseas store managers, and industry experts, as well as field research. Finally, by comparing Andar with global players such as Lululemon and Gymshark, the study seeks to develop a globalization model for Korean small enterprises, offering both theoretical and practical insights.