Hyundai Department Store is opening the first flagship store of its K-content export platform “The Hyundai Global” on Omotesando, a luxury shopping street in Tokyo, Japan. This is the first time a Korean department store will operate a large flagship store in a prime commercial district in Japan. Using this as a bridgehead, the company aims to accelerate its overseas expansion by opening 10 stores in major Asian hubs by 2030.

Hyundai Department Store announced on the 9th that it will open the first flagship store of The Hyundai Global, named “The Hyundai,” on Tokyo’s Omotesando on the 10th.

The store will occupy a total area of 620㎡ (187 pyeong) on the third floor of the multi-complex shopping mall “Tokyu Plaza Omokado.” It will house seven regular stores for brands in fashion, beauty, food and beverage (F&B), and intellectual property (IP), along with two dedicated pop-up store spaces. Six-member boy group TWS has been selected as official ambassador.

The interior of the store focuses on visually expressing the dynamic lifestyle of Seoul. The main target is local consumers in their 20s and 30s living in Japan who are active consumers of K-fashion and Korean culture.

Along the main circulation routes, numerous designer brands regarded as rising forces in K-fashion are opening stores. Women’s fashion brands “KOISEIO” and “rolarola,” eyewear brand “DOUBLE LOVERS,” and bag brand “HIETAR” will be featured. “STAND OIL,” which previously operated pop-up stores in Japan and Taiwan, is also joining.

“Camel Coffee,” which gained popularity at The Hyundai Seoul, is opening its first store in Japan. “WITHMUU,” a platform showcasing fandom-based IP content such as K-pop, dramas, and character goods, is also making its first entry into the Japanese offline market.

To reflect rapidly changing consumer trends, the company will separately operate Popup Iconic and Popup Square, zones dedicated to pop-up stores. To mark the opening, a pop-up store linked to actor Byeon Woo-seok’s Asia tour fan meeting will run until the 22nd, and the first Japanese pop-up event for street fashion brand THUG CLUB will be held through August 9.

Hyundai Department Store plans to accelerate its expansion in the Asian market, starting with this Tokyo opening. By 2030, it intends to establish around 10 flagship stores in major Asian hubs such as Japan, Taiwan, and Hong Kong.

A Hyundai Department Store official stated, “The Hyundai opening in Omotesando will serve as a showroom that presents both the current status and future direction of K-content not only to local Japanese consumers but also to global fashion and retail industry officials,” adding, “The company will continue to actively support the global market expansion of Korean brands and contribute to the globalization of K-content.”

Popular News