Shinsegae Department Store Holds K-Brand Pop-Up in Tokyo's Shibuya, Featuring Food, Fashion and Beauty

Pop-up at three major commercial facilities in Shibuya from October 15
Korean brands target the Japanese market

Shinsegae Department Store is holding a large-scale pop-up event in Shibuya, Tokyo, to support Korean brands seeking to enter the Japanese market. Expanding beyond its traditional focus on K-fashion and beauty to include food and household goods, the event aims to give Korean brands more opportunities to connect with local consumers.

Shinsegae Department Store announced on October 15 that it is holding “Hyperground: District Seoul-Shibuya Edition” through November 3 at three commercial facilities in Tokyo: Shibuya Scramble Square, Shibuya Hikarie, and Shibuya 109.

Hyperground is a platform that identifies Korean brands and introduces them in major cities overseas. The event was selected earlier this year for a program supporting the overseas expansion of retail companies by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA). Following a beauty and lifestyle pop-up held in New York earlier this month, the platform is continuing its push into overseas markets.

This pop-up is expanding its focus on food and lifestyle products. From October 15 to 21, Buchang Jegwa, Do&Do, Balhyo:Gotgan, TWL, and Soil Baker will hold their first pop-ups in Japan at Shibuya Scramble Square. The event will also feature unusual treats, including “Bomnal-en,” a dessert brand by YouTube creator Yeosu Eonni, and seaweed chocolate from “Shinseongho 1957,” which combines chocolate with seaweed.

K-beauty and fashion brands will also meet local consumers. Beauty brands including Milk Touch and Sungboon Editor will be featured at Shibuya Scramble Square and Shibuya Hikarie, while lifestyle brand Kitty Bunny Pony will appear at Shibuya Hikarie. At Shibuya 109, Korean fashion brand Dirty's will hold its first pop-up in Japan, targeting young local consumers.

Since signing a business agreement with Japan's Tokyu Group last year, Shinsegae Department Store has expanded its collaboration through initiatives including a Shibuya 109 pop-up and K-Festa. With this event, the company plans to broaden overseas opportunities for Korean brands in food and lifestyle products and gauge their reception in the Japanese market.

A Shinsegae Department Store representative said, “This is an opportunity to introduce Japanese customers to dessert, grocery, and lifestyle craft brands that are drawing attention in Seoul. We will expand Hyperground's role to help competitive K-brands enter global markets.”

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