Hyundai Department Store Opens First Flagship Store 'The Hyundai' in Tokyo

Hyundai Department Store is set to open its first flagship store, 'The Hyundai,' in Tokyo's luxury district, serving as a K-content export platform. The store aims to accelerate the overseas expansion of K-fashion, food and beverage (F&B), and intellectual property (IP) brands by establishing a large permanent location in a key commercial area in Japan.
 
The flagship store will open on July 10 in Omotesando, located on the third floor of the 'Tokyu Plaza Omokado,' covering an area of 620 square meters (approximately 187 pyeong). This marks the first time a domestic department store has operated a large flagship store in a major Japanese commercial district.
 
The Hyundai Global is a content export platform operated by Hyundai Department Store to support the international expansion of domestic brands in K-fashion, beauty, and entertainment. The company has been expanding its local business presence, starting with a pop-up store in Shibuya's Parco in 2024, and has plans for offline stores and an online fashion mall called 'Nugu' featuring The Hyundai Global section.
 
The flagship store will consist of nine spaces, showcasing seven brands in fashion, F&B, and IP content, along with two pop-up store areas. The six-member boy group TOURS will serve as the official ambassadors.
 
Key brands featured will focus on K-fashion, including 'Koiseyo038' with its minimalist silhouettes, 'Loralora' with a French chic aesthetic, eyewear brand 'Double Lovers,' and designer bag brand 'Hieta.' 'Stand Oil,' which previously operated pop-up stores in Japan and Taiwan through The Hyundai Global, will also be included.
 
F&B and IP content will also be featured. 'Camel Coffee,' popular in The Hyundai Seoul, will make its debut in Japan at this store. The platform 'WithMew,' showcasing fandom-based content from K-pop, dramas, and characters, will also open its first store in Japan.
 
A dedicated pop-up space will be available. The 'Pop-up Iconic' will host a pop-up store commemorating actor Byun Woo-seok's Asia tour fan meeting until July 22. The 'Pop-up Square' will feature the first offline pop-up store in Japan for the street fashion brand 'Tug Club' until August 9.
 
Hyundai Department Store plans to use the Omotesando location as a base for The Hyundai Global's expansion in Asia, with a goal of establishing over ten flagship stores in major Asian markets, including Japan, Taiwan, and Hong Kong, by 2030.
 
The Hyundai Global launched its first pop-up store at the Shin Kong Mitsukoshi Department Store in Taipei's Xinyi Place A11 last October and conducted a pop-up event at the Taichung Shin Kong Mitsukoshi Department Store in May to gauge local consumer response and market potential.
 
A Hyundai Department Store official stated, “The Hyundai in Omotesando will serve as a showroom to present the current and future direction of K-content to local consumers in Japan, as well as global fashion and retail stakeholders. We aim to support the global expansion of domestic brands and contribute to the globalization of K-content.”