Hyundai Department Store to Open Online "The Hyundai Hall" in Japan, Showcasing 450 K-Fashion Brands

Launch on December 19 on "NUGU," Japan's Gen Z Fashion Platform
"Supporting K-Fashion's Market Entry with Online and Offline Synergy"

Hyundai Department Store announced on December 16 that it will open "The Hyundai Specialty Hall" (The Hyundai Hall) on December 19 within "NUGU," the online fashion mall operated in Japan by fashion platform startup MediQuarters.

The Hyundai Hall is the online version of the "The Hyundai Global" store, which Hyundai Department Store has previously introduced in overseas offline retail. Through this, more than 450 K-fashion brands will be showcased.

Example screen of 'The Hyundai Specialty Store' within the online fashion mall 'NUGU'. Provided by Hyundai Department Store

Previously, Hyundai Department Store launched "The Hyundai Global," a K-content export platform, introducing Korean brands in fashion, beauty, and entertainment to overseas markets. The key is that Hyundai Department Store oversees product export and import, customs clearance, and more, helping individual brands reduce the costs associated with entering overseas markets directly and expanding their sales channels.

NUGU is a Japanese online fashion mall that is popular among Generation Z, recording over 2 million monthly active users (MAU). Seventy percent of all users are in their 20s, and the platform is known for its strength in marketing through collaborations with major fashion industry influencers, introducing a variety of styling options. In May, Hyundai Department Store made a strategic investment of 30 billion won in MediQuarters, the startup that is promoting NUGU as its core business.

A Hyundai Department Store representative said, "The Hyundai Hall will be featured on the main page of NUGU, which is gaining popularity among young Japanese customers, so we expect K-fashion brands to rapidly expand their customer touchpoints. It will also serve as a test market to gauge local customer response and create synergy with offline stores."

Hyundai Department Store plans to expand its collaboration with MediQuarters to increase customer inflow. In particular, the strategy is to raise the awareness of K-fashion brands in Japan through major Japanese fashion influencers. To this end, Hyundai Department Store has selected brands for The Hyundai Hall that stand out for their unique style and individuality and are gaining popularity on social media, such as "The Barnet," "Overdue Flair," and "Sinun." In addition, the company will jointly plan items with brands that reflect the styles of Japanese fashion influencers and offer exclusive sales available only at The Hyundai Hall.

Hyundai Department Store plans to use this opening as an opportunity to spread the K-fashion craze within Japan. To achieve this, the company aims to secure local customer data and consumption trends and enhance the competitiveness of K-fashion. After opening a regular The Hyundai Global retail shop on the fourth floor of Parco Shibuya in Tokyo last September, the company is also planning to open a flagship store of approximately 660 square meters (200 pyeong) on the third floor of Omokado, a shopping mall located in the prominent Omotesando shopping district of Tokyo, in the first half of next year.

A Hyundai Department Store representative said, "We are focusing on upgrading The Hyundai Global platform so that domestic brands can enter the Japanese market more efficiently and stably. With a hub strategy that encompasses both offline and online, we will continue to support the successful entry and global expansion of K-fashion by building a robust local brand portfolio."