What: Japanese department stores’ customers are discovering Korean brands and they love them!

Why it is important: All things Korean are successful hits in retail worldwide.

Marui Department Store in Tokyo concluded the successful run of the Andar pop-up store with robust sales and strong consumer turnout. The store achieved significant popularity, especially with products like T-shirts and pants endorsed by model Jun Ji-hyun, which sold out quickly and necessitated restocking. Andar, primarily an online retailer, reported sales exceeding USD 8.7 million since its Japanese online inception in January of the previous year.

The broader trend shows Korean retailers making significant inroads into the Japanese market, traditionally dominated by local firms. The allure of Korean fashion, cosmetics, and food products is particularly strong among Japan's youth, who are drawn to the quick trend adoption and quality of these items. The influence of Hallyu, including K-pop, is a notable factor in this appeal.

Olive Young, a major Korean beauty retailer, has also expanded its footprint in Japan, establishing a local subsidiary in May following a 125% growth in annual sales over four years. Korean cosmetics and home beauty device company APR reported impressive sales during a promotional event in Japan, with over 21,000 units of their flagship product sold, highlighting a 20% increase in Korean cosmetics exports to Japan.

Japanese retailers are reciprocating this interest, with Hyundai Department Store's pop-up in Shibuya Parco achieving record-breaking sales and underscoring the high regard for Korean products as both high quality and trendy among Japanese consumers.

Korean brands are hits in Japanese department stores