'The Hyundai' Shakes Up Tokyo... Sales Exceed Target by 30%

First Overseas Flagship in Tokyo Omotesando Off to a Strong Start

Sell-Outs and Open Runs from the Very First Week

10 Flagship Stores Across Asia Planned by 2030

Hyundai Department Store announced on July 26 that the number of visitors in their 20s and 30s to Tokyu Plaza Omokado, a complex shopping mall in Omotesando, Tokyo, Japan, where the first regular flagship store of The Hyundai Global, "The Hyundai (THE HYUNDAI, ザ·ヒョンデ)," is located, has increased more than fivefold compared to before the store opened.

Hyundai Department Store opened The Hyundai’s first overseas regular flagship store on the third floor of Tokyu Plaza Omokado on July 10.

Omotesando The Hyundai Global Flagship Store Opening Run Scene. Hyundai Department Store

Park Dongyong, Team Leader of The Hyundai Global at Hyundai Department Store, stated, "Every weekend, we are seeing an opening run as local Millennials & Gen Z, who are sensitive to fashion and lifestyle trends, as well as K-fandom customers, flock to the store. The enthusiastic local response is translating into strong sales." In fact, actual sales have exceeded the ambitious targets set for the post-opening period by more than 30% thanks to the concentrated demand immediately after launch.

Certain products have continued to sell out. The pumpkin skirt from "Koiseio038," a collaboration between The Hyundai and the brand, was released in a new color exclusively for this opening, and generated significant buzz among local fashion consumers. The prepared stock sold out entirely during the opening weekend. According to the company, "Not only the representative products of each brand, but also items that we did not anticipate are selling out quickly." They added, "We are now working urgently to restock popular sold-out items within two weeks."

Interest from the K-pop fandom is also high. A photocard giveaway event featuring TWS, the official ambassador group for The Hyundai Japan, drew such crowds that it led to an opening run, and a second event is scheduled for next month. TWS merchandise sold on the character and fandom IP content platform "Withmue" also saw some items sell out quickly. Promotional videos on social media featuring celebrities and influencers from Korea and Japan have surpassed 20 million cumulative views.

The retail industry is also taking notice. It has been reported that representatives from more than 60 major Asian retail companies—including from Japan, China, and Taiwan—have visited the store to observe Hyundai Department Store's space planning and product competitiveness.

Hyundai Department Store cited the proven space curation capabilities demonstrated at "The Hyundai Seoul" and the synergy of K-brand competitiveness that leads global trends as key factors behind this successful launch. The store interior was designed to convey the dynamism and stylish lifestyle of Seoul, targeting local Millennials & Gen Z in Japan who are highly interested in K-fashion and Korean culture and want to experience Seoul firsthand. In addition, Hyundai Department Store's one-stop support for customs clearance, logistics, store operations, and local marketing was also analyzed as a factor contributing to its success.

Hyundai Department Store plans to use this achievement as a springboard to accelerate its strategy for the Asian market. The company aims to establish more than 10 flagship stores in key locations across Asia, including Japan, Taiwan, and Hong Kong, by 2030.

Yoo Heeyeol, Executive Director of the Fashion Business Division at Hyundai Department Store, stated, "Building on The Hyundai’s achievements, we plan to accelerate our global expansion not only in Japan, but also in Taiwan, Hong Kong, and European markets. Moving forward, we will further strengthen our role as a global showroom representing K-culture, backed by differentiated retail know-how and content competitiveness."

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