Hyundai Department Store 'The Hyundai Global' Targets Japanese Market with K-Brand Focus

Strengthening the Role as a K-Brand Export Platform
Pop-Up Stores at Osaka Department Stores During Golden Week
Serving as a Test Bed for Brands Like No Manual and Berry C
Expansion Planned from Japan to Thailand, Taiwan, and Hong Kong

Hyundai Department Store's K-brand export platform, 'The Hyundai Global,'is accelerating its push into the Japanese market. Based on the successful response to last year's K-brand pop-up store held in Tokyo, Japan, this year they plan to significantly expand the scale of the event to strengthen their position in the local market.

Customers are lined up to enter the 'The Hyundai Global' pop-up store held by Hyundai Department Store last November at the Parco Shibuya shopping mall in Tokyo, Japan. Provided by Hyundai Department Store.

According to Hyundai Department Store on the 3rd, from April 4th to June 24th, for three months, The Hyundai Global pop-up store will be operated at three locations in Osaka, Japan: Parco Shinsaibashi (April 4th to May 26th), Daimaru Department Store Shinsaibashi (May 14th to May 27th), and Umeda (April 9th to June 24th), showcasing 21 Korean brands. From April 26th to May 6th, during Japan's longest Golden Week holiday lasting up to 11 days, pop-up stores will be held simultaneously at shopping malls and department stores to target consumers.

The Hyundai Global is Hyundai Department Store's exclusive export platform that operates K-brand pop-up stores at renowned overseas retailers, now entering its second year of operation. The pop-up store held for about two months starting in May last year at Parco Shibuya in Tokyo recorded sales of approximately 3 billion KRW, achieving 150% of the sales target. This ranks as the highest sales among all pop-up stores ever held at Parco.

This year, the event scale has been further increased. The number of participating brands in the pop-up store has doubled to a total of 21, and the number of The Hyundai Global operating stores has increased from one to three. At Parco Shinsaibashi and Daimaru Department Store's Shinsaibashi and Umeda locations, key areas on the first floor next to escalators or main event halls (totaling 165㎡) will be provided as pop-up spaces for The Hyundai Global. All three stores have set the theme of this event as 'K-Brand Week' and will focus on local promotion and marketing.

The brands participating in this event include many emerging brands such as 'No Manual,' 'Brown Yard,' 'Ohesio,' 'Berry C,' and 'Rave,' which are testing their response in the Japanese market for the first time. The Hyundai Global serves as a test bed, providing these brands with an opportunity to explore the possibility of entering the Japanese market.

The brand categories have also expanded. Last year, the focus was on intellectual property (IP) content such as fashion, dramas, and K-pop, but this year the scope has broadened to include beauty, bags, and underwear. Additionally, major brands like 'IMISS' and 'MISCHIEF,' which ranked among the top sellers at last year's The Hyundai Global pop-up store, have requested additional pop-ups and are included in this year's brand lineup, planning to consider full-scale entry into the Japanese market through this event.

Hyundai Department Store plans to expand its business model in earnest as The Hyundai Global has successfully established itself in Japan. They plan to concretize additional operation strategies for The Hyundai Global in Japan as early as the first half of this year. Expansion into other countries such as Taiwan, Thailand, and Hong Kong is also being pursued.

A Hyundai Department Store official said, "As the status of The Hyundai Global rises in Japan, the foundation for exploring the possibility of opening exclusive K-brand stores within overseas department stores is also being strengthened in the long term. We are reviewing various collaboration proposals from leading global shopping malls and will play a foothold role in helping more brands enter overseas markets, leading the expansion of the K-brand ecosystem."

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