Beyond K-Beauty, Into Desserts: Shinsegae Department Store Expands Its Push into Japan

[Financial News] Shinsegae Department Store is setting out to expand its presence in Japan, leveraging Shinsegae Hyperground, a platform that supports the overseas expansion of promising Korean brands.
According to Shinsegae Department Store on the 15th, it will operate pop-up stores from today through the 3rd of next month at three major commercial complexes in Shibuya, Tokyo, Japan: Shibuya Scramble Square, Shibuya Hikarie and SHIBUYA109. The company plans to promote Korean brands in the prime commercial district near Shibuya Scramble Crossing, which draws an average of 3 million people a day.
Hyperground is a global expansion support platform that identifies promising Korean brands and introduces them in major cities overseas. The event came about after the platform was selected in the first half of this year for the Ministry of Trade and Industry and KOTRA’s “Support Program for the Overseas Expansion of Retail Companies.”
The pop-up’s biggest feature is its expanded product range, which now includes food and household goods. Moving beyond overseas pop-ups focused on K-fashion and beauty, the event will also showcase Korean dessert, grocery and household goods brands, with the aim of broadening their reach among Japanese consumers.
First, a food and household goods pop-up will run at Shibuya Scramble Square from today through the 21st. Brands making their pop-up debut in Japan include Buchang Confectionery, a walnut cake brand with a 60-year history; Doo & Doo, which specializes in Dubai chewy cookies; premium grocery shop Balhyo:Gotgan; craft and household goods shop TWL; and ceramic brand Soil Baker.
K-beauty and fashion brands are also seeking to attract Japanese consumers. Shibuya Scramble Square and Hikarie will successively showcase Korean beauty brands including Milk Touch, Sungboon Editor, KEYTH and Verries through the 28th.
Shinsegae Department Store has expanded its cooperation with Japan’s Tokyu Group since signing a memorandum of understanding (MOU) with the group last September. It held a pop-up at SHIBUYA109 in October last year, followed by K-Festa in April this year. Through this event, the company plans to expand local consumer access to Korean brands and assess their growth potential in the Japanese market.
A Shinsegae Department Store representative said, “This is an opportunity to bring together and introduce to Japanese customers dessert, grocery and lifestyle craft brands that are attracting attention in Seoul right now,” adding, “We will continue to expand Hyperground’s role so that competitive K-brands—not only in K-fashion and beauty but also in food and lifestyle—can make their way onto the global stage.”

[email protected] Jang Yu-ha Reporter