Japan Travel Must-Visit 'Beams'... Lotte Department Store Opens First Domestic Pop-Up at Jamsil Branch

Open from April 4 to May 8 Next Month
Showcasing Five Major Labels Including 'BEAMS BOY'
Exclusive Products to Celebrate First Pop-up in Korea

Lotte Department Store announced on the 31st that it will launch the first official pop-up store of the Japanese fashion brand 'BEAMS' in Korea.

Exterior view of BEAMS Shinjuku store. (Photo by Lotte Department Store)

BEAMS is a leading Japanese select shop and fashion brand that started in Harajuku, Tokyo in 1976, operating about 170 stores worldwide. It is known as a must-visit shopping destination for Koreans traveling to Japan.

BEAMS will open its official pop-up store on the basement first floor of Jamsil AvenueL from April 4 to May 8, marking its first step into the Korean market. The pop-up store will showcase five BEAMS lines in total. It will feature men's line 'BEAMS', women's line 'BEAMS BOY', the stylish women's line 'Ray BEAMS', as well as interior accessories and collaboration products with popular brands such as 'New Era'. Signature items representing BEAMS’ identity, like the 'BEAMS BOY Denim Key Holder' and 'BEAMS BOY Logo Shopping Bag', will also be available.

To commemorate the first pop-up store in Korea, 'BEAMS Seoul Exclusive' products will be sold exclusively. These include 'BEAMS BOY T-shirts' and 'BEAMS BOY Tote Bags' printed with BEAMS BOY Seoul in both Hangul and English. Exclusive T-shirts and tote bags created in collaboration with Japanese artist 'Norahi' and T-shirts in collaboration with Korean artist 'Namu13' will also be introduced.

From April 4 for three days, events such as autograph sessions featuring Japanese artists 'HIMAA' and 'NORAHI' will be held. Additionally, for the main visual shoot of this Jamsil pop-up store, Lotte Department Store collaborated with Korean photographer Song Si-young to reveal images expressing the style of 'BEAMS' in the streets of Seoul.

Jin Seung-hyun, head of the fashion division at Lotte Department Store, stated, "BEAMS is a brand with a long heritage that exerts influence worldwide not only in fashion but also in culture and art, and it has formed a strong fandom among MZ generation customers in Korea."

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