Hyundai Department Store (069960.KS) will open the first flagship store of "The Hyundai Global," its K-content export platform, in Omotesando, Tokyo's premier luxury shopping district, the company said on the 9th.
The company will open "THE HYUNDAI," a 620-square-meter (approximately 187-pyeong) store, this month on the third floor of the Japanese shopping complex Tokyu Plaza "Omokado." The store consists of nine spaces in total, featuring seven brands spanning fashion, beauty, food and beverage (F&B), and intellectual property (IP) content, along with two pop-up store spaces. The six-member idol group TWS will serve as the official ambassador.
K-fashion brands will occupy the store's main traffic areas. Key names include Koiseio038, known for its minimalist silhouettes; RolaRola, with its French-chic sensibility; Double Lovers, an eyewear brand fusing high fashion and art; and Hieta, a designer handbag brand.
Hyundai Department Store will also introduce Camel Coffee, which has been drawing crowds at The Hyundai Seoul. The company is also bringing withMUU, a platform showcasing fandom-based IP content such as K-pop, dramas, and characters, to Japan for the first time. In addition, it will set up dedicated pop-up store spaces called "Pop-up ICONIC" and "Pop-up SQUARE" to quickly reflect Korea's dynamic trends.
Hyundai Department Store previously opened a pop-up store at the Parco Shibuya shopping mall in Tokyo in 2024, followed last year by a permanent store at Parco Shibuya and a The Hyundai Global section within NUGU, a Japanese online fashion mall.
Using the opening of The Hyundai as a springboard, the company plans to continue expanding The Hyundai Global across Asian markets. It aims to build a total of some 10 flagship stores in major Asian hubs including Japan, Taiwan, and Hong Kong by 2030.
"The Hyundai in Omotesando will serve as a showroom presenting the present and future direction of K-content, not only to local Japanese consumers but also to global fashion and retail industry figures," a Hyundai Department Store official said. "We will continue to actively support the expansion of global sales channels for Korean brands and contribute to the globalization of K-content."
