Utilizing Tokyu’s Commercial Facilities to Enhance Customer Accessibility
Expectations for K-Brand Expansion and Mutual Exchange of Popular Japanese IPs
Shinsegae Department Store announced on the 24th that it has signed a memorandum of understanding (MOU) with Tokyu Retail Management, part of Japan’s Tokyu Group, to strengthen Korea-Japan content exchange and business models.
The signing ceremony was held on September 23 at Shinsegae Department Store’s headquarters in Seocho-gu, Seoul. Attendees included Jang Sujin, Head of Product Division at Shinsegae Department Store; Park Sangun, Factory Manager at Shinsegae Department Store; Masamichi Hotta, CEO of Tokyu Retail Management; Kensuke Horiuchi, Executive Director of Tokyu Retail Management; and Ayumi Ishikawa, CEO of Shibuya 109 Entertainment.
(From left) Park Sangun, Factory Manager at Shinsegae Department Store; Jang Sujin, Head of Product Division at Shinsegae Department Store; Masamichi Hotta, CEO of Tokyu Retail Management; Kensuke Horiuchi, Executive Director of Tokyu Retail Management; Ayumi Ishikawa, CEO of Shibuya 109 Entertainment. Provided by Shinsegae Department Store.
Tokyu Group, established in 1922 based on the railway business, operates major railway lines and stations in Tokyo. It is a large conglomerate with a business network spanning department stores, real estate, hotel resorts, and key landmarks in Shibuya such as Shibuya 109 and Shibuya Hikarie, as well as operations across Japan. Through this MOU, the two companies plan to strengthen brand exchanges and promotions centered on their respective commercial facilities and to collaborate continuously in creating new value in both markets.
With this MOU, Shinsegae Department Store aims to enhance customer accessibility by entering Tokyu Group’s commercial facilities located in the heart of Shibuya. Next month, Shinsegae will open the Shinsegae Hyperground pop-up store at Shibuya 109, where visitors can experience K-beauty and K-fashion in one place. Since 2023, Shinsegae Hyperground has been promoting Korean brands overseas and attracting new customers.
Since its opening in 1979, Shibuya 109 has established itself as a landmark in Shibuya. It is a popular shopping mall among Millennial & Gen Z female customers who are fans of Korean Wave culture, hosting K-pop pop-ups and more. Through the upcoming pop-up, Shinsegae plans to introduce “rising star” K-brands that have already been proven in Korea to Japanese customers, further fueling the popularity of Korean brands.
In addition, Shinsegae Department Store plans to strengthen Korea-Japan content exchange through this MOU. In collaboration with Tokyu Group, Shinsegae is considering launching pop-up stores in Korea featuring Japanese character IPs and fashion brands. In the long term, the two companies aim to build a win-win model for ongoing cooperation.
Jang Sujin, Head of Product Division at Shinsegae Department Store, stated, “This MOU with Tokyu Group has laid the foundation for showcasing a new, expanded vision for Shinsegae Hyperground. Through collaboration between the two companies, we will strive to get closer to customers in both Korea and Japan.”
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