[Tokyo (Japan) = E-Daily Reporter KIM JUNG YOU ] “Meet Your Seoul.”
On the afternoon of the 15th, I encountered a unique side of “Seoul” on Omotesando, one of Tokyo’s most iconic shopping streets. “The Hyundai Omotesando,” the first flagship store recently opened by HYUNDAIDEPARTMENTSTORECO.,LTD(069960)(The Hyundai Global) on the third floor of the local shopping mall “Tokyu Plaza Omokado,” was capturing the attention of many foreign and Japanese customers by promoting the concept of “Your Own Seoul.” The store brings together major K-brands—ranging from Korean fashion (K-Fashion) carefully curated by HYUNDAIDEPARTMENTSTORECO.,LTD to K-pop content and cafes. This marks a new initiative in which the department store itself has expanded into Japan to promote K-brands.

The intersection where Tokyu Plaza Omokado is located is known for having an exceptionally high foot traffic volume, even among the Harajuku and Omotesando areas. As it is effectively the starting point of the Omotesando shopping district (as seen from Harajuku Station), it holds significant symbolic value and attracts a great deal of attention. When we visited Tokyu Plaza Omokado that day, the entrance was filled with promotional messages announcing the opening of The Hyundai. Slogans such as “Meet Your Seoul” are particularly prominent. The Hyundai has been established on the third floor of this building, covering an area of 620 square meters (approximately 187 pyeong).

Upon entering the third floor, I found it completely filled with Korean brands. Rather than establishing clear boundaries between individual stores, the space was designed to allow the shopping flow to continue naturally along the customers’ path. The stores were arranged around The Hyundai’s signature blue-toned color scheme, emphasizing the unity of the Korean brands.

The first store I encountered was “Hieta,” a domestic designer handbag brand. With over 30% of its sales coming from overseas, Hieta is already a well-known brand among handbag enthusiasts. It is reported to have gained recognition in the Japanese market last year through pop-up stores and other initiatives. On the floor, I observed many Japanese female customers in their early to mid-20s repeatedly exclaiming “kawaii” (cute) and showing particular interest in the brand.

The store for another fashion brand, “LolaLola,” also drew crowds of young female customers. LolaLola is a K-fashion brand focused on overseas exports, targeting customers in their teens and 20s. It is known for showcasing distinctive collections featuring classic designs inspired by French aesthetics. The majority of Japanese customers encountered at the store were also in their 20s. Yumiko, a woman in her 20s we met at the store, said, “I came to check it out because I heard the department store I saw in Korea (HYUNDAIDEPARTMENTSTORECO.,LTD) had opened in Omotesando,” adding, “Although it’s not very large, I’m excited to see unique Korean fashion brands here.”

At The Hyundai Omotesando, not only apparel but also K-eyewear brands have made their debut. One such brand is “Double Lovers,” which specializes in sunglasses and eyeglass frames. This brand has also been gaining traction in Japan and Europe for some time. A retail industry official stated, “Recently, there has been a growing demand from foreign customers not only for clothing brands but also for K-eyewear brands with stylish designs,” adding, “The fact that they are not overly expensive is also a major draw.”

HYUNDAIDEPARTMENTSTORECO.,LTD has replicated the strategy of its existing The Hyundai Seoul location in Japan. It amounts to a transplant of the merchandise planning (MD) and spatial layout of a “K-department store.” Analysts note that it is significant for a K-department store to have entered Japan—a country that was once a powerhouse in the offline retail industry—as a standalone channel. The Hyundai appears to be expanding its role to serve as a platform for introducing K-brands to the local market and expanding their sales channels.

An industry insider commented, “When department stores open stores overseas, they can simultaneously pursue not only the export of K-brands but also the enhancement of their own brand competitiveness,” adding, “In particular, entering the highly demanding Japanese market with a retail channel of its own is a very meaningful endeavor.”

This expansion of domestic offline retail channels is also evident in the convenience store sector. A prime example is GS25, operated by GS Retail(007070). GS25 recently began exporting its private label (PB) brand “Yours” to the Japanese variety store chain “Don Quijote.” The initial shipment consists of 18 items—including five types of instant noodles, six types of snacks, and seven types of pouch drinks—totaling approximately 250,000 units.

During a visit to the “Mega Don Quijote Shibuya Main Store” that day, a dedicated GS25 display was clearly visible. GS25’s private-label and in-house distribution products were grouped together in one area to maximize visibility. The local response appears to be quite positive, as some products were sold out and no longer visible on the shelves. It has been reported that GS Holdings products are prominently displayed at locations including △Don Quijote Nakameguro Main Store, △Don Quijote Shinjuku Store, and △Mega Don Quijote Shibuya Main Store.

This marks a shift for Korean convenience stores, which in the past were focused solely on importing goods from Japanese convenience stores, to now exporting their own products. GS Holdings, which has been expanding its strategic partnership with Don Quijote since last year, is reported to have exported a cumulative total of over 500,000 units to date, including both general merchandise and private-label products. CU ( BGF Retail(282330)) has also been directly exporting its private-label “Heiru” cheese-flavored cup noodles to Don Quijote since 2024.

Jeong Yeon-seung, Dean of the Graduate School of Business at Dankook University, stated, “With the recent rise in awareness of K-brands, coupled with retailers’ survival strategies to break out of the limited domestic market, companies are now seeking new opportunities in the global market.” He added, “As the capabilities of Korean department stores and convenience stores have now reached the level of those in the U.S. and Japan, there is a growing trend toward minimizing risk by focusing on K-brands and flagship stores rather than pursuing large-scale market entry.”