《Shibuya, the 'number one shopping district' in Tokyo, Japan. Even at the bustling 'Shibuya Scramble' crossing, it was crowded with people even on weekdays. Walking five minutes from this crossing, a three-story pop-up store of the Korean fashion platform 'Musinsa' was visible at the center of Shibuya.》

Entry required a prior reservation. Following the provided 'QR code,' visitors accessed Musinsa's Japanese 'LINE' account. Although it was 2:30 PM on a weekday, entry was possible only an hour later. A long line was formed at the entrance. A Japanese woman in her 20s, met there, said, "This pop-up store is popular among friends," adding, "I made a reservation a few days ago to visit with a friend."

● 'Seongsu,' 'Hannam,' 'Hongdae,' 'Myeongdong' styles exhibited in Shibuya

When talking with Japanese consumers and staff about Korean fashion in Shibuya, 'Seongsu-dong' was almost always mentioned. They considered Seongsu-dong as the center of K-fashion and expressed satisfaction with Korean brands purchased during trips to Korea. These K-brands, which have built recognition among foreign tourists in major shopping streets like Seongsu-dong, are now targeting Shibuya, Japan's fashion mecca.

The Musinsa pop-up store visited that day exuded a distinctly Korean atmosphere. It showcased styles representing Seoul, named 'Seongsu,' 'Hannam,' 'Hongdae,' 'Gangnam,' 'Dongdaemun,' and 'Myeongdong.' Large photos of Korean celebrities like Han So-hee were installed both indoors and outdoors. The donut shop 'I'm Donut?' introduced new Korean-style seaweed-topped donuts within the pop-up store. It was as if a pop-up store from Seongsu-dong had been transplanted directly to Shibuya.

Inside the store, it was so crowded that people had to sidestep to choose clothes. Since its opening on the 3rd of this month, it has attracted over 20,000 visitors in just a week. About 3,000 people visit on weekdays and about 4,000 on weekends. Due to the crowd, even using the fitting room requires a mobile reservation.

● Japanese youth opening their wallets for K-fashion

Next to Musinsa's pop-up store, on the 4th floor of Parco Department Store, Korean fashion brands have also entered. Hyundai Department Store opened its first regular retail shop of 'The Hyundai Global' on September 19. This is the first time Hyundai Department Store has opened a regular store in Japan. The store sells Korean brands for a certain period, and on the day of the visit, it was 'Trimmingbird's turn.

Shibuya, along with nearby Harajuku, is a shopping area particularly popular among those in their teens and twenties. However, the prices of Korean brands displayed in the department store seemed somewhat high for the younger generation. Shirts were priced from about 20,000 yen (approximately KRW 190,000), and jackets exceeded 50,000 yen (approximately KRW 470,000).

A Japanese woman, who is 20 years old this year and likes Heeseung from the idol group 'Enhypen,' said, "I started liking Korean fashion after liking K-pop," adding, "It has a unique feel that's hard to find in Japan, so I want to buy it, but the price is a bit high." However, the 'cat keyring,' which was given as a free gift for purchases over 30,000 yen (approximately KRW 280,000) as an opening commemorative, was already sold out. Despite the price range, many young Japanese opened their wallets.

A local store employee of 'Trimmingbird' said, "Many people who have been to Seongsu-dong and fallen in love with K-fashion visit here. Considering that they can buy clothes without paying for a trip to Korea," adding, "Although Korean clothes can be purchased online, many products are 'free size.' Many customers visit offline stores because they need to try them on to feel the fit."

The Parco Department Store also houses the Korean bag brand 'Osoi.' It is unusual for a Korean brand to open a standalone store in Japan, with locations in Shibuya and Shinjuku. A local store employee said, "Many customers who have been to the Seongsu-dong store visit here, and not only Japanese but also Chinese and Americans come." They added, "Some customers bring photos of bags seen in Korean dramas or movies and ask if there is something similar." A small clutch bag at this store is priced around 40,000 yen (approximately KRW 380,000), which is somewhat burdensome for those in their teens and twenties. Therefore, many customers buy accessories priced around 10,000 yen (approximately KRW 90,000) to attach to bags they already own, the employee noted.

● 'Fourth Hallyu' booming after the COVID-19 pandemic

The popularity of K-fashion is largely influenced by the Hallyu wave. Clothes or accessories worn by idols quickly boost sales. Since March last year, the 'square glasses' worn by the group 'Ive' attracted the attention of young Japanese. According to the Nihon Keizai (Nikkei) Shimbun, sales of the product at the eyewear specialty store JINS more than tripled in May last year compared to the previous year.

In a survey conducted by the Japanese second-hand shopping mall site Rakuten Rakuma in 2023 regarding 'countries referenced for fashion,' Korea ranked first among women in their 10s to 40s and those over 60. Especially among teenage women, Korea has been ranked first for eight consecutive years since 2016.

Japan is experiencing a 'fourth Hallyu wave.' After the first Hallyu wave started with the drama 'Winter Sonata,' the second K-pop wave was represented by Girls' Generation and Kara, the third Hallyu wave was symbolized by BTS, and now the fourth Hallyu wave is in full swing with the popularity of the movie 'Parasite' and the drama 'Squid Game,' leading to a spotlight on Korean consumer goods. Particularly, the Hallyu wave has further expanded through on-demand content like Netflix and social networking services (SNS) that rapidly grew during the COVID-19 pandemic.

● Overseas expansion of new designers gaining momentum

The Japanese fashion market is twice the size of Korea's. As K-fashion brands find it challenging to expect continuous growth in the domestic market, they are showing significant interest in Japan. According to global market research firm Statista, the Japanese fashion market is expected to grow from USD 50.63 billion (approximately KRW 72 trillion) this year to USD 82.84 billion (approximately KRW 118 trillion) by 2030.

According to KOTRA's Japan Regional Headquarters, the number of new Korean corporations entering the Japanese fashion market increased from 19 in 2023 to 25 in 2024, and to 29 in the first half of this year alone. Japan's geographical proximity reduces logistics costs, and the higher clothing unit price compared to Southeast Asia is also a significant advantage.

This is one of the reasons why not only fashion platforms like Musinsa but also domestic department stores like Hyundai Department Store are actively entering the Japanese market with emerging Korean brands. As the growth potential of K-fashion, driven by the Hallyu wave, is highly evaluated, the women's fashion platform 'Ably' received an investment of KRW 100 billion from China's Alibaba Group last year. A new structure is being created where large platforms receive overseas investments to help emerging brands expand internationally.

This situation is also creating opportunities for new Korean designers. If they can gain recognition for their unique style, a distribution structure is being established to support not only brand launching but also overseas expansion. Joo Hee-yeon, a director who completed Musinsa's support program while studying in the Textile Art and Fashion Design Department at Hongik University in 2022, launched her independent brand 'Hieta' last year and achieved entry into Japan in her mid-20s. Director Joo said, "Due to issues like customs clearance, local logistics network establishment, and returns, it was difficult for individual brands to sell overseas independently, but Korean platforms like Musinsa entering foreign markets are opening new opportunities for new designers."

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