Kolon Industries FnC Organization (Kolon FnC), the exclusive licensee of the U.S. golfwear brand G/FORE in South Korea, announced on Nov. 12 its plans to expand the business into China and Japan. G/FORE’s headquarters selected Kolon FnC as its new regional partner, terminating prior arrangements with former licensees in these markets. Unlike traditional distributors, Kolon FnC will take charge of designing and producing G/FORE products, in addition to managing local stores and marketing. This partnership establishes Kolon FnC as G/FORE’s primary operator across South Korea, China, and Japan.
An increasing number of South Korean fashion companies are building a global presence by “enhancing” international brands. Although not typically recognized as global powerhouses, these firms have demonstrated adept marketing and product planning skills. By infusing international brands with a distinct Korean fashion sensibility, they often succeed in creating models with broad global appeal. Industry experts refer to this approach as “License 2.0,” a trend marked by international brands partnering with Korean fashion firms to deepen their footprint in Asia.
Traditionally, brands with global recognition or intellectual property (IP) rights grant licenses to companies worldwide, allowing headquarters to collect royalties while enabling licensees to oversee local operations. Historically, South Korean companies would either import foreign-branded products or simply affix logos to locally made items. However, as consumers demand more tailored offerings, basic rebranding has struggled to gain traction in today’s market.
The success of these license-holding South Korean firms often depends on their ability to transform the brand. F&F Co., for instance, acquired licensing rights to the U.S. Major League Baseball (MLB) brand in 1997, initially associated mainly with baseball gear, and adapted it into a casual fashion line aimed at style-conscious Korean consumers. Since launching MLB in China in 2020, F&F has grown to 1,100 stores in China, with projections to surpass 2 trillion won (about $1.42 billion) in sales across China and seven Southeast Asian countries, including Singapore, Vietnam, and Thailand. In July, F&F also secured regional licensing rights for Discovery Expedition in several key Asian markets.
South Korean companies, drawing on years of experience, have elevated the licensed brands they manage. Originally founded in the U.S. in 2011 and known for golf gloves and shoes, G/FORE has since been reshaped by Kolon FnC’s expertise in managing golf apparel brands such as Elord, Jack Nicklaus, and Waac over three decades. Kolon FnC has expanded G/FORE’s offerings to include apparel, while continuing to source gloves and shoes directly from U.S. headquarters. Since launching G/FORE in South Korea in 2021, Kolon FnC achieved over 100 billion won ($71.11 million) in sales by 2022.
E-Land Group has leveraged its expertise in children’s clothing to build licensed brands. In 2008, E-Land secured an exclusive licensing agreement with the U.S. sports brand New Balance, creating the world’s first New Balance Kids line in 2013. In 2020, New Balance headquarters granted E-Land licensing rights to operate in 10 cities across China and full rights for New Balance Kids nationwide. Last year, E-Land reported 280 billion won ($199.11 million) in revenue from New Balance operations in China.
