AdminKorean lifestyle and apparel brand TOPTEN10 will officially mark its entry into the Malaysian retail scene with the opening of its first store at Sunway Pyramid on 9 January 2026, signalling a strategic expansion into Southeast Asia’s increasingly style-conscious yet value-driven market.
Spanning 10,047 square feet, the new outlet introduces Malaysian consumers to TOPTEN10’s signature approach to everyday dressing, anchored on comfort, simplicity and functionality. The brand offers a full range of wardrobe essentials tailored to modern lifestyles and designed with Malaysia’s tropical climate firmly in mind, from breathable T-shirts and innerwear to versatile denim, activewear and accessories.
Founded in 2012 under Shinsung Tongsang Co., Ltd — a pioneer in Korea’s textile and apparel industry — TOPTEN10 is built on its “Good wear” philosophy, which prioritises comfort, durability, thoughtful design and accessibility. Backed by more than five decades of manufacturing expertise and a vertically integrated production system, the brand positions itself as a reliable provider of timeless, practical clothing at approachable price points.
“Malaysia is a market that perfectly balances fashion awareness, diversity, and value-driven consumer behavior,” said Tony Oh, Executive Director of Shinsung Tongsang Malaysia. “We see Malaysians as curious, adaptable, and receptive to brands that deliver quality and comfort without pretense. Our goal is to make TOPTEN10 a lifestyle brand that naturally fits into everyday life, offering clothing that feels good, looks modern, and works in Malaysia’s climate.”
A store shaped by comfort and simplicity
TOPTEN10’s first Malaysian store reflects the brand’s modern minimalist design language, conceived to create a relaxed and welcoming shopping experience. Natural wood textures, soft warm lighting and greenery accents are complemented by curved edges and smooth lines, reinforcing the idea of ease and everyday living rather than fast-changing trends.
Every design element is intended to support the brand’s core focus on comfort and functionality, positioning the store not just as a retail space but as an extension of the Good wear philosophy. The layout allows shoppers to navigate seamlessly across collections for men, women and children, highlighting how pieces can be mixed and matched for work, leisure and daily routines.
Good wear for everyday Malaysian lifestyles
“At TOPTEN10, we want to offer Malaysians clothing that makes daily life easier and more comfortable,” Oh said. “The Cool-Air Collection, for example, is lightweight and breathable, ideal for Malaysia’s tropical climate, while our versatile silhouettes provide everyday options that are both functional and stylish.”
Key offerings include the Cool-Air Collection, engineered with an inner cooling system to provide a cool, breathable feel in warm weather. Available across casual wear and innerwear, the line features ultra-light fabrics designed for moisture absorption, quick drying and all-day comfort — particularly suited to hot and humid conditions.
The Denim Collection delivers a complete lineup of bottoms, shirts, dresses and jackets, designed for effortless styling and long-term wearability. Emphasising timeless cuts and thoughtful detailing, the range is intended to move easily across seasons and occasions.
Adding a playful cultural dimension are collaboration graphic T-shirts featuring partnerships with Universal Music artists such as Queen and The Rolling Stones, alongside Peanuts and Korea’s popular Kakao Friends, blending global pop culture with everyday fashion.
Launch collaborations and opening incentives
To celebrate its Malaysian debut, TOPTEN10 has collaborated with ten local personalities, each curating ten distinct looks that interpret Good wear through their personal style. The line-up includes creative director Muhammad Shaffuan, artist Art Lai, actor and model Sam Liew, entrepreneur Sherry Amin, and content creators Rachael Tan, Sam Wong, Nicole Siang Wei, Keyi, Belle Bong and Arina Nasirudin — collectively presenting 100 signature looks that highlight the brand’s versatility.
Pricing is positioned to remain accessible across demographics, with adult items ranging from RM39.90 to RM499.90, kids’ wear from RM29.90 to RM299.90, and accessories from RM9.90 to RM169.90.
The opening will be accompanied by 10 days of specials starting 9 January, including daily curated promotions, exclusive gifts for early customers, spend-and-receive rewards, and an in-store photobooth experience. The store, located at Lot G1.68, G1.68A and G1.69 at Sunway Pyramid, will operate daily from 10am to 10pm, opening to the public from 2pm on launch day.
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