Shinsegae opens Korean-brand pop-ups at three Tokyo Shibuya venues
In short
Shinsegae Department Store said it is holding Korean-brand pop-ups at three commercial venues in Tokyo's Shibuya district from October 15 through November 3. The event adds food and household products to its overseas fashion and beauty programme.
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Shinsegae Department Store said on October 15 that it is staging Korean-brand pop-ups at Shibuya Scramble Square, Shibuya Hikarie and Shibuya109 in Tokyo. The event, named Hyperground: District Seoul — Shibuya Edition, runs through November 3. The company describes Hyperground as a platform that identifies Korean brands and supports their expansion into major overseas cities. [ 1 , 2 , 3 ]
The Shibuya programme adds food and household products to overseas pop-ups previously centred on fashion and beauty. Its food and household segment runs October 15-21 at Shibuya Scramble Square. Participating brands include walnut-cake maker Buchang Jegwa (부창제과), cookie brand Du-aen-du (두앤두), grocery shop Balhyo: Gotgan (발효:곳간), craft and household-goods shop TWL and ceramics brand Soilbeikeo (소일베이커), according to the reports. These brands are holding their first Japanese pop-ups with Hyperground. [ 1 , 2 , 3 ]
Newsis reported that beauty brands would be introduced in sequence at Scramble Square and Hikarie through October 28, including KEYTH and Verries. Hikarie also hosts the lifestyle brand Kitibeoniponi (키티버니포니). The fashion brand Thetis is holding its first Japanese pop-up at Shibuya109 through November 3. Yonhap likewise reported the dates for the beauty and fashion segments. [ 2 , 3 ]
The event was selected in the first half of the year for an overseas-expansion support programme run by the industry ministry and KOTRA. Newsis reported that Shinsegae held a beauty and lifestyle pop-up at New York's Hudson Yards earlier in October. It also said the company signed a cooperation agreement with Tokyu Group in September last year, followed by a Shibuya109 pop-up that October and K-Festa in April this year. Shinsegae says the latest event will expand consumer contacts and assess growth potential in Japan. [ 1 , 2 , 3 ]
Why it matters
The company says the event will broaden Japanese consumers' access to Korean brands and test their growth potential in Japan. It follows cooperation with Tokyu Group and an earlier October pop-up in New York.
Key facts
- The event takes place at Shibuya Scramble Square, Shibuya Hikarie and Shibuya109. [ 1 , 2 , 3 ]
- Food and household-product pop-ups run October 15-21 at Shibuya Scramble Square. [ 1 , 2 , 3 ]
- Beauty brands are presented at Scramble Square and Hikarie through October 28. [ 2 , 3 ]
- Thetis holds its first Japanese pop-up at Shibuya109 through November 3. [ 2 , 3 ]
- The event was selected for a government and KOTRA overseas-expansion support programme. [ 1 , 2 , 3 ]
Confirmed by several sources
Still unclear
- No open questions in the coverage so far.