Shinsegae Department Store is taking Korean fashion to Japan with a new pop-up project at Osaka’s Hankyu Umeda Main Store. The initiative, running through December 31, features 14 domestic fashion brands on a rotating basis.
The project is spearheaded by Shinsegae Hyperground, the company’s K-fashion export support platform. Launched last year, Hyperground connects over 250 emerging and small to medium-sized Korean fashion brands with international buyers through an online wholesale channel.
This move marks a shift in Shinsegae’s strategy, aiming to introduce K-fashion directly to Japanese consumers. The pop-up allows participating brands to test their market potential and develop future export channels without the burden of complex logistics and operational costs.
Hankyu Umeda Main Store, Japan’s second-largest department store by sales, provides a prime location for the project. Shinsegae is leveraging local media and influencer collaborations to boost awareness among Japanese youth.
Last year, Shinsegae Hyperground supported brands in over 20 global offline events, including the Paris Tranoï Show, generating consultation orders worth 5.3 billion won (US$3.9 million). This latest venture seeks to capitalize on the Korean Wave’s popularity and strengthen economic ties between Japan and South Korea.
