Gentle Monster is a South Korean luxury eyewear brand that launched in 2011. This relatively young brand achieved immediate success owing to its thoughtfully designed stores that are full of artistic inspiration and eyewear products with unique and trendy designs. Gentle Monster uses the physical store as an exhibition space to convey its brand image and not merely for product sales. Each store is designed with its own concept and utilizes various objects and sculptures to turn this selling place into a performance space. In 2018, Gentle Monster aims to expand its business globally. The first foreign market chosen for the company is the adjacent state, China. Gentle Monster simultaneously launched the cosmetic brand named, “Tamburins,” as the company’s second brand. Tamburins also applies a unique store branding strategy, but product development is still in the early stage. Gentle Monster currently aims to take the leap in becoming a global brand. In order to make its growth sustainable, Gentle Monster must respond to new challenges in globalization and product expansion while maintaining its strong store brand characteristics.