Shinsegae Department Store to Host K-Fashion Brand Popup Store in Shibuya, Tokyo

Shinsegae Hyperground to Host Event at Shibuya109
Participates in Shibuya Fashion Week's Main Event, the 'Runway'
Runway Popup Collaboration... "Catalyst for K-Brand Expansion"

Shinsegae Hyperground announced on October 15 that it will be hosting a K-fashion brand popup store at the landmark shopping mall 'Shibuya109' in Shibuya, Tokyo, from October 17 to November 10.

Shinsegae Hyperground Isetan Shinjuku Store Popup. Provided by Shinsegae Department Store

Shibuya Fashion Week, first launched in 2014, is an urban fashion event held every spring and fall. This year, under the theme 'Intersection of Next-Generation Korean and Japanese Fashion on the Streets of Shibuya (SHIBUYA RUNWAY-SEOUL MIX-),' the event will bring together young designer brands from both Korea and Japan in one place.

Shinsegae Hyperground will also participate in the main event of Shibuya Fashion Week, the 'Shibuya Runway,' scheduled for October 19, where it plans to introduce emerging K-brands. Seven Korean designer brands presented by Shinsegae Hyperground will showcase their unique styles as they walk the runway on the main streets of Shibuya. In collaboration with Shibuya109 Entertainment, Shinsegae Hyperground has designed the event so that customers can shop for the runway items directly at Shibuya109.

In line with its participation in Shibuya Fashion Week, Shinsegae Hyperground will also launch a popup store. The popup, held on the 1st and 8th floors of Shibuya109, will feature seven Korean 'rising star' brands participating in the runway: EPINGLER, HOLY IN CODE, LETTER FROM MOON, MUCENT, MONTSENU, THREE TO EIGHTY, and ffroi, all set to meet Japanese customers.

Except for MUCENT, the other six brands will be entering the Japanese market for the first time in partnership with Shinsegae Hyperground. The popup store will offer special events, including complimentary gifts from each brand for customers who make purchases, along with a variety of promotions and exclusive launch products.

Park Sangun, Head of New Retail at Shinsegae Department Store, stated, "By leveraging both participation in the Shibuya Runway and the landmark popup store in the heart of Shibuya, we aim to strengthen the presence of K-fashion," adding, "Shinsegae Hyperground will continue to promote exchanges between the Korean and Japanese fashion industries and serve as a catalyst for K-brand expansion."