Korea SMEs and Startups Agency Supports Domestic Fashion Brands' Entry into Japanese Market

Recruitment of Companies for the "K-Fashion Overseas Distribution Network Joint Entry Project"

The Korea SMEs and Startups Agency announced on May 7 that it is recruiting companies to participate in the “2026 K-Fashion Overseas (Japan) Joint Distribution Network Entry Project,” which aims to support domestic small and medium-sized fashion brands entering the Japanese market.

This newly launched initiative for the year will comprehensively support the entire cycle of Japanese market entry for promising domestic fashion brands by partnering with specialized platform companies that possess local distribution channels and networks in Japan. The program systematically aids in developing practical overseas sales channels, from establishing online export strategies to operating pop-up stores in Tokyo and participating in fashion shows.

Jungjinkong Headquarters, Jinju City, Gyeongsangnam-do

The selected companies will receive customized online and offline services. In the online sector, support includes: ▲ onboarding onto fashion-specialized export platforms and building brand-specific pages; ▲ marketing and promotional video production leveraging influencers; and ▲ performance-based marketing using social networking services (SNS) such as Instagram and TikTok.

For the offline sector, companies can choose to receive support for either “pop-up store operation” or “participation in local fashion shows” in key commercial districts of Tokyo. If pop-up store operation is selected, support covers everything from concept planning, promotion and marketing, rent, interior design, sales personnel, to logistics costs. Participation in fashion shows includes expenses for stage participation, model recruitment, as well as promotion and marketing costs.

In addition, even after the project concludes, the agency plans to provide follow-up support for outstanding companies by helping them secure local sales channels through buyer matching with local distribution channels (such as department stores and select shops) and assistance in negotiating distribution contracts.

The program is open to domestic small and medium-sized enterprises that own their own fashion brands (apparel, bags, or shoes), have experience launching collections for at least two seasons, and wish to enter the Japanese market. Sukkyoon Kang, President of the Korea SMEs and Startups Agency, stated, “With overseas consumers’ interest in K-fashion at an all-time high, now is the optimal time for our fashion brands to enter local markets. Starting with Japan this year, we will provide on-the-ground, close support for the global expansion of promising domestic fashion brands and gradually expand the range of target countries in the future.”

This content was produced with the assistance of AI translation services.