Myeong-dong, the hip shopping district in central Seoul, features Zara, Uniqlo and Mango. H&M recently joined the fast-fashion party, opening a 2,600-square-metre shop at the Noon Square shopping centre. "About 2,500 people lined up to get into the store before opening here," said Jeong Hae-jin, a marketing manager at H&M's Korean unit.

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