Global launch platform 'Hyperground' brings walnut cakes, yakgwa and Dubai Chewy Cookie to Tokyo
Shinsegae Department Store is running a pop-up store in Shibuya, Tokyo, from Thursday through Nov. 3, introducing K-food and lifestyle fashion brands to Japanese consumers.
The event, titled "Hyperground: District Seoul — Shibuya Edition," will be held across three major commercial venues in the district: Shibuya Scramble Square, Shibuya Hikarie and Shibuya 109.
Hyperground is Shinsegae's platform for discovering domestic brands and supporting their overseas expansion. The department store secured the event after being selected this year for the Ministry of Trade, Industry and Energy and KOTRA's retail overseas expansion support project.
Shinsegae is broadening the scope of its overseas pop-ups beyond the K-fashion and beauty focus of previous editions to include food and lifestyle brands. An earlier pop-up held in New York this month centered on beauty and lifestyle.
A food and lifestyle pop-up running through Wednesday at Shibuya Scramble Square will mark the Japanese debut of several brands: Buchang Jegwa, a walnut cake brand; Du&Du, known for its Dubai Chewy Cookie; Balhyo:Gotgan, a premium grocery concept store; TWL, a craft and lifestyle goods shop; and Soilbaker, a ceramics brand. The event will also feature yakgwa — a traditional Korean honey cookie — from Bomnaen, a dessert brand created by YouTube creator Yeosunni.
A beauty and fashion pop-up will run through Monday at Shibuya Scramble Square and Hikarie, featuring K-beauty brands including Milktouch, Ingredient Editor, KEYTH and Verries.
At Shibuya 109, Korean fashion brand Thetis will hold its first Japanese pop-up, running through Nov. 3.
"This is an opportunity to bring together desserts, groceries and lifestyle craft brands that are drawing attention in Seoul right now and introduce them to customers in Japan," a Shinsegae Department Store official said. "We will continue to expand our role in helping competitive K-brands — not just in fashion and beauty, but also in food and lifestyle — reach the global stage."
spa@heraldcorp.com
