“Japanese clothes have many achromatic colors. Sometimes it looks luxurious, but I like colorful Kor..

More than 80 brands will participate in Shibuya, Tokyo, until the 26th to introduce the lost ship to South Korea

사진 확대 Musinsa Tokyo Pop-up Store in Shibu Baseball, Tokyo [Tokyo correspondent Lee Seung-hoon]

“Japanese clothes have many achromatic colors. Sometimes it looks luxurious, but I like colorful Korean clothes much more.”

This is the story of teenage Luna, who met at the Musin Tokyo Pop-up Store, which opened in Shibuya, Tokyo on the 8th. Luna, who traveled to Seoul several times with her mother, a fan of K-drama, visited the Musinsa pop-up store as soon as she and her friend finished school.

Musinsa’s Tokyo pop-up store opened on the 3rd. It will be held until the 26th at the “Media Department Tokyo” in the shopping center of Shibuya. Musinsa has held a pop-up store event in Japan since 2021, and this is the largest.

Prior to the start of the pop-up store, we received reservations by date, but it exceeded 10,000 in an instant. Thanks to its popularity, it is also considering opening an official sales site in Tokyo next year.

More than 80 brands currently receiving the most attention in Korea participated in the pop-up store. Not only fashion brands but also beauty and miscellaneous goods brands.

사진 확대 Places that exhibited the fashion styles of Seoul’s representative hot spots such as Seongsu, Gangnam, and Hongdae [Tokyo correspondent Lee Seung-hoon]

When you enter the pop-up store, you can see the fashion style of Seoul’s representative hot spot on the first floor. It was styled using items from brands that participated in pop-ups with the atmosphere of Seongsu, Hanam, Hongdae, Gangnam, Dongdaemun, and Myeongdong.

Miho, an office worker in her 20s who visited this place, said, “I like Seongsu the most in Seoul, so I’m going to order Seongsu-style clothes and try them on the same,” adding, “I’m worried that my pocket money is dangling because I have a rather expensive brand of clothes.”

There were many female students who appeared to be high school students in the “Ode Type” and “Witchi” set up in the Musinsa Beauty Zone on the third floor. They enjoyed trying on the displayed cosmetics themselves.

사진 확대 The experience store installed in the beauty zone on the 3rd floor of the pop-up store [Tokyo correspondent Lee Seung-hoon]

“This color is hard to find in Japanese cosmetics,” said Ms. Nikori, who used to apply colorful lip balm. “I often visit Shin-Okubo (Korea Town in Tokyo) to buy Korean cosmetics or accessories.”

It’s a pop-up store, but Musinsa let me buy the product online. If you scan the QR code attached to the product, you will access Musinsa’s global site. Customers can read the purchase reviews and purchase products at a 20% discount.

An official from Musinsa said, “In the first half of this year, the transaction volume of Japanese stores increased 104% from the same period last year, and the number of customers who purchased nearly doubled,” adding, “It is the hottest market in the world.”

Musinsa conducted two collaborations at this pop-up store event. First of all, he collaborated with COMET, an independent magazine enjoyed by Generation Z in Tokyo, to produce an 80-page “Mushin Magazine.” The collaboration was carried out through the keyword “subculture” shared by Musinsa and Comet.

사진 확대 A cafe in collaboration with ‘I’m Donut?’ a restaurant specializing in raw donuts popular with young Japanese people [Tokyo correspondent Lee Seung-hoon]

In addition, “I’m Donut?” a raw doughnut restaurant that is highly popular with the younger generation of Japan, runs a cafe in the pop-up. It drew a unique response by introducing a donut using laver, which has never been disclosed in Japan.

An official from Musinsa emphasized, “The big purpose is to actively introduce domestic designer brands that have entered Musinsa to Japan beyond just informing Japan of Musinsa’s name,” adding, “We plan to do business in Japan with competitive brands such as Mateng Kim Shibuya.”