Targeting Golden Week... Shinsegae Department Store to Launch K-Beauty and Golf Pop-ups in Shibuya

Shinsegae Department Store will launch beauty and golf pop-ups in Shibuya, Tokyo this May, marking an effort to expand its presence in the local market.

Shinsegae Department Store announced on April 30 that it will hold a K-beauty brand "Coral Haze" pop-up at Tokyo Shibuya Scramble Square starting April 30, coinciding with Japan’s largest holiday, Golden Week. The event space will feature photo zones and activity areas, adding K-culture experience elements for visitors.

원본보기 아이콘

"Coral Haze" is a Korean makeup brand targeting consumers in their 20s and 30s. The brand is popular not only in Korea but also continues to enjoy strong support in Japan.

Following this, starting May 8, a pop-up for the golf wear brand "Yolf" will be held at Shibuya Hikarie. With designs based on graffiti art, the brand aims at younger consumers, and on-site events will also be held.

"Yolf" is a brand that incorporates the street sensibility of graffiti art into golf wear, specifically targeting the younger demographic.

The major commercial facilities in Shibuya, where both pop-ups will take place, are core business districts with high foot traffic and a significant proportion of female customers in their 20s to 40s. By utilizing commercial spaces near the Shibuya Scramble Crossing, which sees an average daily foot traffic of 3 million people, Shinsegae aims to maximize visitor engagement.

Shinsegae Department Store has been continuing various pop-ups in Japan featuring K-fashion, beauty, and golf through "Shinsegae Hyperground," in partnership with the Tokyu Group. The company plans to expand into food and beverage (F&B) in the second half of the year.

Park Sang-eon, Head of New Retail at Shinsegae Department Store, stated, "In May, which includes Japan’s largest holiday Golden Week, we will sequentially introduce K-beauty and K-golf in Shibuya," adding, "Shinsegae Department Store will strive to introduce a variety of K-brands and culture to Shibuya, the 'gateway to Tokyo,' not only with fashion and beauty, but also F&B in the second half of the year."

© The Asia Business Daily(www.asiae.co.kr). All rights reserved.