K-Fashion Brand 'The Selects' Lands in Tokyo

The K-Fashion global showroom 'The Selects' successfully opened a pop-up store at the luxury select shop 'Restir' in Tokyo, Japan, on Friday, November 7.

This pop-up, set up to directly showcase the competitiveness of K-Fashion to local Japanese consumers and fashion insiders, will operate offline from November 7 (Fri) to 23 (Sun) for two weeks, with online sales running from November 14 to 30.

Operated by the Ministry of Culture, Sports and Tourism (Minister Choi Hwi-young) and the Korea Creative Content Agency (Acting President Yoo Hyun-seok, hereinafter referred to as KOCCA), 'The Selects' has continuously showcased K-Fashion showrooms in global fashion hubs like Paris and New York, actively supporting the overseas expansion and global sales promotions of Korean designer brands.

This has established a significant foothold for K-Fashion in the global market. The Tokyo pop-up of The Selects features eight popular Korean designer brands in both domestic and international markets: ▲LIE ▲MÜNN ▲VERSO ▲BONBOM ▲UL:KIN ▲EENK ▲HANNAH SHIN ▲HAGAHI.

The pop-up, which left a strong impression on local consumers and fashion insiders with designs full of each brand's personality and unique sense, was bustling with visitors from the first day, reflecting the intense local interest in K-Fashion.

Especially this season, Beomgyu, a member of the group Tomorrow X Together and the muse for The Selects, graced the pop-up by visiting the site wearing clothes from the participating brands.

He toured the site, interacted with insiders, and contributed to spreading K-Fashion's global influence through media interviews.

On the evening of the opening day, an opening party was held with global buyers, media, and influencers in attendance, providing a platform for networking and exchange. To celebrate The Selects pop-up, Japanese fashion designer Mihara Yasuhiro participated as a DJ, further heating up the atmosphere.

Attendees continued meaningful exchanges in a lively atmosphere, discussing the expansion potential of K-Fashion and various global cooperation strategies. Maiko Shibata, Creative Director of Restir, who attended the event, expressed, "It was a meaningful occasion to introduce Korea's leading designer brands to the Japanese market." She added, "I am pleased that collaboration with The Selects provided an opportunity to expand contact points with new customer bases," showing affection and interest in K-Fashion.

Yoo Hyun-seok, Acting President of KOCCA, stated, "This pop-up store was a valuable opportunity for domestic designer brands to meet consumers directly in overseas markets and gauge their reactions."

"We will continue to strengthen support so that domestic brands can meet global consumers with diverse tastes," he added.