Shinsegae (004170) said it will open a large-scale pop-up store in Tokyo's Shibuya district from the 15th through Nov. 3 through Hyperground, its platform for helping Korean brands expand overseas.
The pop-up, called "District Seoul — Shibuya Edition," will run at three major commercial complexes: Shibuya Scramble Square, Shibuya Hikarie and Shibuya109.
The event broadens the platform's focus beyond fashion and beauty into food and household goods. Participants include walnut cookie brand Boochang Confectionery, Dubai-style chewy cookie specialist Do&Do and premium grocery concept store Fermentation:Gotgan. K-beauty brands including Milk Touch, Ingredient Editor, KEYTH and Verries will also take part.
"We will continue to expand Hyperground's role so that competitive K-brands in food and lifestyle, as well as fashion and beauty, can reach the global stage," a Shinsegae official said.
Shinsegae is running the event after being selected for an overseas expansion support program for retailers run by the Ministry of Trade and Industry and the Korea Trade-Investment Promotion Agency (KOTRA). The company has been deepening local partnerships since signing a memorandum of understanding with Japan's Tokyu Group in September last year, followed by a Shibuya109 pop-up in October last year and a K-Festa event in April this year.