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According to Yonhap News,
Forming a partnership with major department store chains in Japan, Korea Trade-Investment Promotion Agency (KOTRA) launched a business support project to help small and mid-sized businesses find and open sales channels in Japan. The agency announced the opening of a pop-up shop on Feb 24 both on-site and offline in Shibuya Marui department store, downtown Tokyo from Feb 23 to Mar 28.
With the rise of Korean content-pop music, dramas, etc. which have propagated throughout Japan for years, K- brands have stretched out to young fans who want to emulate the edgy look and style of many Korean artists they’re watching or to try new culinary experiences. A study said K-brands’ recent export sales have jumped 57.3% on year.
“According to the Marui department store’s recent survey which targeted consumers in their 20s and 30s, the recent boom in K-brands has driven a surge in demand for offline stores to access Korean products and services.” KOTRA said, adding that “To meet the market demand and reach out to consumers in Japan, we’ve prepared the sales event for a month.”
The agency helps K-beauty and food brands open the pop-up store and showcase 43 products made in Korea on the first floor in Shibuya Marui department store. Consumers in Japan can browse and shop around for Korean products on display via Marui department store’s online channel as well.
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Source: Yonhap News (Feb 24, 2021)
** This article was translated from Korean.