TOPTEN10, one of Korea’s leading lifestyle and apparel brands, is set to officially open its first store in Malaysia at Sunway Pyramid on 9 January 2026. Spanning 10,047 square feet, the store brings the brand’s signature focus on comfort, simplicity, and functionality to Malaysian shoppers, offering a full range of everyday essentials designed for the local climate and modern lifestyles.
Founded in 2012 under Shinsung Tongsang Co., Ltd, a pioneer in Korea’s textile and apparel industry, TOPTEN10 is built on the philosophy of Good wear, which prioritises comfort, functionality, durability, and thoughtful design. With more than five decades of manufacturing expertise and a vertically integrated production system, the brand ensures consistent quality and accessibility while staying true to its commitment to timeless, practical clothing.
“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 Designed for Comfort and Everyday Living
TOPTEN10’s first Malaysian store reflects the brand’s modern and minimalist design approach. The space features natural wood textures, soft warm lighting, greenery accents, curved and smooth edges designed for a welcoming, relaxed shopping experience. Every design element supports the brand’s focus on comfort, simplicity, and everyday functionality.
Good wear for Everyone, Every Day
“With our Good wear collections, we want to offer Malaysians clothing that makes daily life easier and more comfortable,” Tony Oh added. “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.”. The store offers a wide selection for men, women, and children, including casual essentials, work-ready outfits, innerwear, activewear, and accessories. Key collections include:
Cool-Air Collection: Daily essentials engineered for maximum comfort in warm weather, featuring an inner cooling system for a cool feeling. Cool-Air Cotton T-shirts come in solids, stripes, and graphic designs with a refined silhouette, perfect for active days, travel, and casual wear.
Cool-Air, also available in its Innerwear collection, crafted with ultra-light, breathable fabric, gentle to the skin and built for moisture absorption, quick drying, Cool-Air Innerwear makes the perfect base layer, keeping you fresh and comfortable all day long, especially in hot and humid weather.
- Denim Collection: A complete lineup designed for effortless style, versatility, and comfort for every wardrobe. It features denim bottoms in various silhouettes and tones, along with curated shirts, dresses, and jackets. Each piece is crafted with attention to detail, timeless appeal, and easy mix-and-match potential for any season.
Collaboration Graphic T-Shirts: Wearable art blending global cultures, vintage, and modern styles. Designed to suit every wardrobe and identity, with launch collaborations including:
Universal Music Artists: Rolling Stones, The Black Crowes, Def Leppard, Queen
Peanuts: A timeless favorite across generations
Kakao Friends: One of Korea’s cutest companions
A Malaysian Debut with 100 Signature Looks, 10 Malaysian Personalities
To mark its Malaysian debut, TOPTEN10 has collaborated with ten dynamic personalities, each styling ten unique looks that reflect their personal interpretation of everyday wear — a collective showcase of 100 signature looks inspired by the brand’s Good wear philosophy.
This curated group represents a vibrant mix of creative voices, including creative director Muhammad Shaffuan; artist and content creator Art Lai; actor and model Sam Liew; entrepreneur and social media creator Sherry Amin and content creators Rachael Tan, Sam Wong, Nicole Siang Wei, Keyi, Belle Bong, and Arina Nasirudin.
Across their 100 looks, each personality demonstrates how Good wear can be mixed, matched, and adapted to suit different personal styles, occasions, and workstyles, showcasing the true versatility and everyday practicality of the TOPTEN10 collection.
Accessible Style for All
TOPTEN10 believes that style and comfort should be accessible to everyone. Prices are thoughtfully curated across categories, making it easy for Malaysians to enjoy Good wear at every stage of life:
Adults: RM39.90 to RM499.90
Kids: RM29.90 to RM299.90
Accessories: RM9.90 to RM169.90
Inner and Loungewear: RM24.90 to RM139.90
Opening Celebrations and Exclusive Perks
In conjunction with its Malaysian debut, shoppers can enjoy limited-time opening specials starting 9 January 2026, while stocks last.
10 Days of Opening Specials Await Shoppers
Shoppers can enjoy curated daily exclusives, with different promotional items each day, offering Malaysians the chance to experience Good wear at special opening prices. Full details of the offers are available in-store.First 300 customers in line daily (9–11 January)
Receive a limited-edition tote bag with a mini tote bag charm when you follow TOPTEN10 Malaysia on Instagram, Facebook, or TikTok (@topten10_malaysia).Early Bird Specials on 9 January:
The first 150 customers in line on the first opening day will be entitled to exclusive rewards (either below):
Three (3) special premium rewards: A RM500 TOPTEN10 gift card with no minimum spend.
One hundred forty-seven (147) rewards: A RM50 TOPTEN10 gift card with no minimum spend.
The Countdown Begins: Snap, Tag & Be Among the First
Present your archived Instagram Story, a selfie taken with the TOPTEN10 hoarding at Sunway Pyramid prior to opening, and show it to our store staff between 9 and 11 January 2026 to receive an exclusive additional TOPTEN10 gift.- Additional Rewards with Purchase (while stock last):
- Spend RM100 or more in a single receipt and receive a limited-edition blind box keychain, created in collaboration with local artist Loka Made. The keychain is available in four exclusive designs inspired by daily life moments – Everyday Ease, City Walk, Active Flow, and Office Edit – reflecting TOPTEN10’s in-store collections that are designed for everyday wear.
Spend RM250 or more in a single receipt: Receive a limited-edition TOPTEN10 tumbler with complimentary on-site engraving, while stocks last.
- On Ground Photobooth Experience
Customers who make any purchase and follow TOPTEN10 Malaysia on Instagram, Facebook or TikTok can enjoy access to the exclusive in-store photobooth, along with a complimentary photo print, from 9 to 11 January 2026.
TOPTEN10’s first Malaysian store is located at Lot G1.68, G1.68A and G1.69, Ground Floor, Sunway Pyramid, and is open daily from 10:00am to 10:00pm. On 9 January 2026, the store will open to the public from 2:00pm onwards.
