Hyundai Department Store Opens Tokyo Toy Museum Popup at Cheonho Branch

Transformed Entire 13th Floor into an Interactive Exhibition Space

Hyundai Department Store announced on the 28th that it will introduce an interactive exhibition space, the "Tokyo Toy Museum Seoul Popup," on the 13th floor of its Cheonho branch.

The interactive exhibition space Tokyo Toy Museum Seoul Pop-up located on the 13th floor of Hyundai Department Store Cheonho branch. Provided by Hyundai Department Store

Previously, Hyundai Department Store signed an exclusive domestic operation agreement with Japan's "Art and Play Creation Association" for the "Tokyo Toy Museum," a wooden toy experience space from Japan. The Tokyo Toy Museum is a toy museum remodeled from a 100-year-old closed school located in downtown Shinjuku, Tokyo, and opened in 2008. Since then, it has become a famous local landmark, serving as a focal point for the community and revitalizing the area. Currently, it operates 14 locations in Japan, including Tokyo and Fukuoka, and is well-known in Korea as a recommended destination for family trips to Japan with children.

The Tokyo Toy Museum Seoul Popup covers approximately 396 square meters (about 120 pyeong) and is designed under the concept of "a place where wood and people are connected." It embodies Japan's "Mokuiku" philosophy, which encourages children and nature to grow together through experiences of observing and loving wood. The aim is to propose healthy analog play culture for children and emotional exchanges within families, especially in an era of excessive media and digital exposure.

The company explained that in a space featuring more than 110 types of wooden toys recommended by Japanese play experts, along with a nature-friendly wooden interior, visitors can experience the value of cycles that connect nature and people.

The space is characterized by eight specialized zones, inspired by patterns of the Han River, which runs through Seoul, and the tree species that grow along its banks. These zones will include a playground exclusively for infants aged 0 to 2, as well as various content unique to the Tokyo Toy Museum Seoul, such as stacking, building, sensory play, and role play.

The Tokyo Toy Museum Seoul Popup will operate on a reservation-only basis. Reservations for the following month open on the first day of each month. The target audience is children from newborns to under 12 years old, including preschoolers and elementary school students, and each child must be accompanied by one guardian. Admission fees are 13,000 won on weekdays and 15,000 won on weekends for children, and 4,000 won for adults. Hyundai Department Store app and H Point members receive a 3,000 won discount on children's admission. For more details, please refer to the official website.

A Hyundai Department Store representative stated, "We plan to introduce the Tokyo Toy Museum as signature content at major department store branches and are also considering registering and opening it as an official museum in the future," adding, "We will continue to provide customers with richer artistic experiences through experimental and bold initiatives."