Hyundai Department Store's Korean brand pop-up in Tokyo posts record sales

"The Hyundai Global" pop-up store bringing Korean fashion brands such as Matin Kim to Japan logged sales of 1.3 billion won so far.

Japanese shoppers browse "The Hyundai Global" pop-up store launched in Parco Department Store in Tokyo, Japan. [HYUNDAI DEPARTMENT STORE]

Popular Korean fashion brands such as Matin Kim garnered record sales in Japan through a pop-up store run by Hyundai Department Store over the last month.

"The Hyundai Global" pop-up store recorded 1.3 billion won ($943,000) in sales between May 10 and June 10, the most among any pop-up hosted at Parco Department Store in Tokyo.

Since opening, sales have surpassed the initial target by 50 percent. The pop-up store will run through July 28.

Other featured brands include Noice, Fottsfotts, Everline, and The Barnett, with a range of products from Marithé François Girbaud, a French fashion brand licensed by a Korean importer, also on display.

Over 3,000 customers visited the store of Korean designer brand Matin Kim on its opening day on May 24. This marked the highest visitor count for a Korean fashion pop-up store in Japan, with cumulative visitor numbers now exceeding 50,000.

Hyundai Department Store attributed this increase to the operational synergy between its expertise in operating pop-up stores with diverse experiential content and the rising popularity of Korean content in Japan.

The Hyundai Global serves as a K-content export platform, introducing competitive Korean brands to international retailers. Hyundai Department Store handles all export-related matters, including customs clearance and negotiations with overseas retailers, providing a streamlined process for brands entering foreign markets.

The Hyundai Global will run until July 28, featuring new brands each week to introduce a variety of Korean fashion labels to Japanese consumers.

"We anticipate total sales to reach 4 billion won by the end of the event thanks to the unexpected level of attention The Hyundai Global has received in Japan,” Hyundai Department Store’s spokesman said.

BY CHOI HAE-JIN [choi.haejin@joongang.co.kr]