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French golf apparel brand Castelbajac announced on the 18th that it will rebrand as Hyungji Global. The name change was approved at an extraordinary shareholders’ meeting on the 13th.
Hyungji Global will take the lead on Fashion Group Hyungji’s international operations. Its affiliate, Hyungji Elite, will act as the group’s foothold as it expands from its China base into ASEAN markets. Using the China and ASEAN supply and distribution networks Hyungji Global has built, Hyungji Elite plans to target the region’s premium school-uniform market.
The company has steadily laid the groundwork for overseas growth. It acquired France’s PMJC—the former headquarters of Castelbajac—and now operates it as a subsidiary. In 2023, Hyungji Global partnered with Central Group, Thailand’s largest retailer. It also began supplying products in Dubai through local distributors to meet rising golf-travel demand from visitors, including Russian tourists.
Choi Jun-ho, vice chairman and CEO of Fashion Group Hyungji and head of Hyungji Global, has been aggressive in pursuing international opportunities. Since April 2023, he’s traveled with the president as part of economic delegations to the United States, Indonesia, Vietnam, Poland, Saudi Arabia and Qatar. He was the youngest business leader to join the Indonesia delegation, and in January he was the only executive from a Korean fashion company invited to U.S. President Donald Trump’s inauguration.
A Hyungji Global spokesperson said, "We changed our name to accelerate our leap into a global fashion company and to support our affiliates’ overseas expansion. We will do everything to establish ourselves as a leading representative of K-fashion."
