South Korean Star SUNMI Meets Fans and Launches Exclusive K-pop-inspired Collection in Saudi Arabia

Manal Saleh

Riyadh, Saudi Arabia – 12 September, 2025 – Global online fashion and lifestyle retailer SHEIN yesterday hosted a highly anticipated exclusive fan meeting with iconic South Korean singer SUNMI to celebrate the launch of a new limited-edition collection for sub-brand, DAZY.

The event marked a milestone collaboration, blending fashion and music while celebrating SUNMI’s first regional partnership of this scale.

The launch at Nakheel Mall in Riyadh drew an impressive turnout, including media representatives and avid fans, reflecting the excitement of the DAZY x SUNMI collection in the Kingdom’s fashion scene. The collection will be available to view at the venue until September 13.

SUNMI is celebrated for hit songs such as ‘Gashina’ and ‘Siren’ and is known for her captivating stage presence and trend-setting style. Drawing inspiration from the K-pop phenomenon of the ‘Ending Fairy’ - the moment an artist seizes the spotlight at the close of a performance - the DAZY x SUNMI: Glow Moment collection embraces the theme ‘Shine Like a Star, End with Style’.

The collection offers a curated selection of looks, ranging from airy tops and feminine dresses to on-trend jeans and stylish co-ord sets. Each piece reflects the essence of Korean fashion, balancing chic minimalism with statement-making details.

With this collaboration, SHEIN and DAZY go beyond clothing to inspire women to celebrate their individuality and radiance. The partnership channels SUNMI’s own vibrant energy and empowering persona, giving fans and fashion lovers alike the chance to shine in their own unique way.

SUNMI expressed her excitement for the partnership, saying: “Fashion has always been a way for me to express myself and my creativity, and I believe my fans share that same passion. Collaborating with SHEIN on this collection allowed me to bring my personal style to life in a way that I hope inspires women everywhere to feel confident and empowered. I’m so excited to share these pieces with my fans in Saudi Arabia and beyond, and I truly hope they enjoy wearing them as much as I loved curating them.”

DAZY×SUNMI is available exclusively on https://ar.shein.com/ark/5751 now. Don’t miss your chance to experience the magic of this limited-edition collaboration.

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About SUNMI and DAZY

The SUNMI × DAZY collaboration series draws inspiration from DAZY’s Korean chic and multi-dimensional fashion spirit, with the collection personally handpicked by SUNMI herself. The collection highlights her signature confidence and unique style. Exclusively available on SHEIN, this special series offers fans around the world a unique opportunity to experience SUNMI’s charm and the latest in K-fashion, all in one place.

About SHEIN 

SHEIN is a global online fashion and lifestyle retailer, offering SHEIN branded apparel and products from a global network of vendors, all at affordable prices. Headquartered in Singapore, SHEIN remains committed to making the beauty of fashion accessible to all, promoting its industry-leading, on-demand production methodology for a smarter, future-ready industry. 

To learn more about SHEIN, visit www.sheingroup.com

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