[Edaily Reporter KYUNG GYEYOUNG ] Shinsegae Co.,Ltd announced on the 15th that it will host the “Hyperground: District Seoul – Shibuya Edition” pop-up event in Tokyo, Japan, to showcase Korean brands.

Hyperground is a global expansion platform through which #Shinsegae Co.,Ltd curates domestic brands and showcases them in major cities around the world. In the first half of this year, it was selected for the “Support Program for Overseas Expansion of Retail Companies” run by the Ministry of Trade, Industry and Energy and the Korea Trade-Investment Promotion Agency (KOTRA).

Running from today through the 3rd of next month, this pop-up will take place at three commercial facilities in Shibuya: Scramble Square, Hikarie, and Shibuya 109. The scope of this Shibuya pop-up has expanded from fashion and beauty to food and lifestyle. The company plans to broaden the reach of various domestic brands to local consumers and assess their growth potential in Japan.

The food and lifestyle pop-up will be held at Scramble Square from the 15th to the 21st of this month. Popular SeoulFoodInd brands such as “Buchang Confectionery,” “Do & Do,” “Fermentation: Gokgan,” “TWL,” and “Soil Baker” will participate.

At Scramble Square and Hikarie, visitors can experience K-Beauty brands such as “Milk Touch,” “Ingredient Editor,” and “KEYTH” through the 28th. At Hikarie, the lifestyle brand “Kitty Bunny Pony” will target Japanese consumers, while at Shibuya 109, the K-Fashion brand “Dirtys” will do the same.

Ahead of the pop-up, Shinsegae Co.,Ltd expanded the scope of its collaboration with the Tokyu Group—with whom it signed a Memorandum of Understanding (MOU) last September—by hosting a pop-up at Shibuya 109 last October and organizing the K-Festa this past April.

A Shinsegae Co.,Ltd official stated, “This is an opportunity to bring together dessert, food, and lifestyle craft brands currently gaining attention in Seoul and introduce them to Japanese customers,” adding, “We will continue to expand the role of ‘Hyperground’ so that competitive Korean brands—not only in K-fashion and beauty but also in food and lifestyle—can advance onto the global stage.”