[April 18, KOREA WAVE]South Korea’s Hyundai Department Store will begin full-scale globalization of K-content, including Korean fashion brands and entertainment, starting in Tokyo.

Hyundai Department Store announced on the 14th that it has signed a business agreement with PARCO, a large Japanese distribution group, to cooperate in operating independent pop-up stores for K-fashion and entertainment brands.

The business agreement ceremony on the 9th was attended by Hyundai Department Store President Jeon Ji-young, Parco President Kenji Kawase, and other key stakeholders at Parco’s headquarters in Tokyo.

Hyundai Department Store President Jeon Ji-young said, “K-content, including fashion, has great potential and growth potential, and will spread not only in Japan but all over the world.With this agreement, Hyundai Department Store will take the lead.” We will concentrate our efforts so that we can do so.”

Under the business agreement, Hyundai Department Store will operate independent pop-up stores of 11 Korean fashion brands at Parco Shibuya store for two months from the 10th of next month to the end of July, with a total area of ​​660 square meters (approximately 200 pyong).

Up until now, there have been attempts by the Korean distribution industry to open pop-up stores overseas in the form of “one-off select shops” that gather and introduce a large number of Korean brands in one space. However, Hyundai Department Store is the first to work hand-in-hand with local retailers and operate independent pop-up stores for 11 individual brands over a long period of time.

Hyundai Department Store wants to spread the word about the excellence of K-fashion and content not only to the Japanese MZ generation who visit the Parco Shibuya store, but also to foreign tourists.

Until the second half of this year, in addition to fashion brands, Hyundai Department Store will be selling K-content from a variety of fields, including K-POP idol-related IP products and entertainment content, in the form of a K-content specialty hall at Parco stores in major cities across Japan. Expand.

(c)news1/KOREA WAVE/AFPBB News