Hyundai Department Store to open first THE HYUNDAI flagship in Tokyo's luxury shopping district

Hyundai Department Store announced it will open THE HYUNDAI on Omotesando street in Tokyo on Friday. The store marks the first flagship location for THE HYUNDAI Global, the company's K-content export platform, and is the first large-scale store a Korean department store has operated in a prime Japanese commercial district.

THE HYUNDAI Global supports promising domestic brands in expanding overseas. The venture began with a pop-up store at Parco Shibuya shopping mall in Tokyo in 2024 and has since expanded across various online and offline channels. Last year, the company opened a permanent store at Parco Shibuya and launched a dedicated THE HYUNDAI Global section within the Japanese online fashion platform NUGU.

The new store will occupy 620 square meters on the third floor of Tokyu Plaza Omokado, featuring seven brands and two dedicated pop-up spaces spanning fashion, beauty, food and beverage, and intellectual property content. Fashion labels include Koiseioh038, Rora Rora and Stand Oil. The food and beverage lineup features Camel Coffee's first store in Japan, while IP content platform Withmew will also make its Japanese debut.

The two pop-up spaces — Pop-up Iconic and Pop-up Square — will host rotating events. Pop-up Iconic will run an event commemorating actor Byeon Woo-seok's Asia fan meeting tour through July 22. Pop-up Square will host the first offline pop-up in Japan by street fashion brand Ddugclub through Aug. 9.

THE HYUNDAI is primarily targeting local consumers in their 20s and 30s with a strong interest in K-fashion and Korean culture. The six-member boy group TWS, which has built a wide following overseas, has been named the store's official ambassador. Hyundai Department Store plans to accelerate its expansion across Asian markets, with more than 10 flagship stores slated to open at key locations by 2030.

"THE HYUNDAI will serve as a showroom presenting the current state and future direction of K-content not only to local Japanese consumers but also to global fashion and retail professionals," a Hyundai Department Store official said. "We will continue to support Korean brands in expanding their global reach and contribute to the globalization of K-content."