Accelerating promotion of ‘The Hyundai Global’ brand in Japan
It is expected to introduce K-fashion in overseas markets and establish a bridgehead for global expansion.
Hyundai Department Store opens its second pop-up store to continue the popularity of K-fashion in Japan. Thanks to the success of the first pop-up store held from May to July, 12 Korean brands will meet Japanese consumers this time.
Hyundai Department Store announced on the 10th that it will operate a pop-up store sequentially introducing K-fashion brands at the Parco Department Store Shibuya branch in Tokyo, Japan starting on the 11th. This project, named ‘The Hyundai Global’, is a platform for Hyundai Department Store to introduce promising Korean brands to overseas markets and help them expand globally.
This pop-up store will run until December 15th, and starting with Anderson Bell’s collaboration with Andersen Bell & Levi’s, lifestyle brand Abiemua, and new designer brand Setter will be sequentially introduced to Japanese customers. Each brand will operate as an independent pop-up store and will showcase the originality and charm of K-fashion in the Japanese market.
Handsome’s representative brand system, a fashion company affiliated with Hyundai Department Store, will also operate a pop-up store from the 16th to the 20th. This is the first time System is opening a pop-up store in Japan, and it plans to present a variety of products, including global fashion collections, to Japanese consumers.
Hyundai Department Store recorded the highest sales ever for a Parco Department Store pop-up store, recording 3 billion won in sales from the first pop-up store from May to July. The 11 Korean brands introduced at the time exceeded their target sales by 150%, proving the strong influence of K-fashion in Japan.
An official from Hyundai Department Store said, “The ability to discover K-fashion brands and the experience of operating pop-up stores have drawn a great response in Japan. “In the future, we will strengthen K-content’s global position by expanding The Hyundai Global not only to Japan but also to various overseas markets such as Thailand,” he said.
Kim Sang-jun, Donga.com reporter [email protected]
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