Gangwon Potato Bread, Baby Shark, Pinkfong, and More
Korean Brand Popup Stores Achieve Success in Japan
Gangwon Province potato bread, which captivated Millennials & Gen Z in Korea, is now receiving an explosive response in Japan. In the heart of Tokyo, people have been lining up for as long as 50 minutes just to get a taste. Pop-up stores for 'Baby Shark' and 'Pinkfong' are also attracting large crowds of local visitors, further elevating the status of K-consumer goods in Japan.
Potato bread from Gangwon Province (left) and the Gamzabatt potato bread popup store scene. Getty Images, KOTRA
Gangwon Province Potato Bread Captivates Tokyo Millennials & Gen Z
According to KOTRA (Korea Trade-Investment Promotion Agency) on August 26, Korean brand pop-up stores have recently achieved remarkable success in major commercial districts of Tokyo. The biggest sensation among them has been Gangwon Province potato bread. At the Isetan Shinjuku department store pop-up, lines stretched so long that some customers had to wait up to 50 minutes to buy the product. In terms of single bakery items, it achieved the highest sales in a decade, making it a runaway hit.
Based on this success, the domestic agricultural startup 'Bat' is now working to open a new store in Nagoya. Experts note that the Korean Wave is no longer limited to K-pop and dramas, but is expanding to include local K-foods based on regional specialties.
Targeting Families with 'Baby Shark'... K-Characters Also a Hit
K-characters are also strengthening their presence in the Japanese market. The Pinkfong Company is accelerating its push into Japan with its global characters 'Pinkfong' and 'Baby Shark.' The first standalone pop-up store in Japan, held at Shinjuku Marui Main Building, saw lines forming from the opening day. The store was crowded with Millennials & Gen Z eager to buy limited-edition merchandise, as well as families visiting the photo zones.
The Pinkfong Company has already formed a strategic partnership with Japan's terrestrial broadcaster TBS and is expanding its local fandom through the nationwide musical tour 'Baby Shark Live!' As of August 2025, the cumulative YouTube views in Japan have surpassed 2.7 billion, with total watch time exceeding 200 million hours. This success is attributed to a comprehensive strategy that bridges both digital and offline channels.
Leveraging the success of potato bread and Pinkfong, KOTRA plans to host the 'Tokyo Power Seller Consumer Goods Pop-up Store' for five days starting November 13 in Omotesando, Tokyo. The event will showcase a wide range of Korean consumer goods, including K-beauty, fashion, and household items. Companies interested in participating can apply on the KOTRA 'Trade & Investment 24' website starting August 26.
Experts analyze, "While the Korean Wave was previously centered on cultural content such as K-pop and dramas, it has now entered a stage where it naturally connects to consumption and industry. This is an important momentum for Korean companies to expand into global markets." Furthermore, as cultural diffusion intersects with the advancement of tourism and service industries, it is expected to become a new growth engine for the Korean economy.
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