On the 1st, the K Fashion Next forum hosted by Mediqarters is held at the Textile Center in Gangnam, Seoul. (From left) Park Ha-min, Chief Business Officer (CBO) of Mediqarters Japan, Kashiwagi Matahiro, representative of Vits, Fukazawa Akihito, Vice President of Baroque Japan, and Matsushita Kumi, representative of Kumicom, are having a discussion. /Courtesy of Kim Eun-young.

I believe that K-fashion has now established itself as a category in the Japanese fashion market.

On the afternoon of the 1st, at the 'K-fashion Next' forum held at the Textile Center in Gangnam, Seoul, Matsuhashi Matahiro, CEO of Bits, commented on the status of K-fashion in the Japanese fashion market.

This forum was organized by MediQuarters, an operator of K-fashion platforms. MediQuarters is the company responsible for the local operation of Hyundai Department Store's K-content export platform 'The Hyundai Global' in Japan. Recently, it secured an investment of 30 billion won from Hyundai Department Store.

The forum was organized to introduce its Japanese business, including The Hyundai Global, to domestic fashion and retail industry professionals. Attendees included Park Ha-min, Chief Business Officer (CBO) of MediQuarters Japan, Matsuhashi Matahiro of Bits, Fukazawa Akihito, Vice President of Baroque Japan, and Kumi Matsushita of Kumicom, who shared insights on the current status of K-fashion in Japan.

Matsuhashi noted, 'Korean fashion has realism.' He analyzed that 'while Japanese fashion has a luxurious and formal feel, Korean fashion offers a natural image enjoyed in everyday settings, like on the street.' He added that 'the Japanese MZ generation (Millennials + Generation Z, those born from 1980 to 2004) seems to embrace this charm fresh.'

After serving as the head of the e-commerce division at TSI Holdings, one of Japan's five major fashion companies, Matsuhashi currently leads Bits, an offline store construction company.

In May last year, the Hyundai Department Store holds the The Hyundai Global Parco pop-up store at the Parco Department Store in Shibuya, Tokyo. /Courtesy of Hyundai Department Store.

Fashion journalist Matsushita highlighted 'diversity' as the charm of Korean fashion. He stated, 'K-fashion can mix a variety of trendy, individualistic, and elegant styles,' and said, 'the reasonable prices compared to quality are also attractive.'

Japanese fashion industry officials agreed that the originality of Korean fashion shown particularly online and on social media has captivated Japan's younger generation. In the past, many followed idol styles encountered through the Korean Wave (Hallyu) via K-pop or K-dramas, but now they seek to engage with Korean fashion, beauty, and food as part of a culture.

Matsuhashi cited the K-fashion brand 'StyleNanda' as an example and said, 'I was shocked by the completely different e-commerce site configuration that captures the brand's worldview through visual content.' He mentioned that 'the way Korean brands express their content is currently influencing Japan's e-commerce.'

Fukazawa, Vice President of Parogue Japan, which operates 17 fashion brands including Mauji, Slide, and Enfold, recently mentioned 'Matte Kim' as a brand that left a strong impression. He explained, 'The brand name itself is impactful. A common factor among successful Korean fashion brands is how well they express their unique sensibility so that customers can recognize it.'

Recently, the entry of K-fashion brands into the Japanese market has been active. Gentle Monster, Matte Kim, and Mardi Mercredi have opened flagship stores in central Tokyo, and the department store industry has also positioned itself as a platform for K-fashion entries.

Hyundai Department Store operated a pop-up store for The Hyundai Global for about two and a half months at the Tokyo Parco Shibuya store last May, generating sales of approximately 3 billion won. Shinsegae Department Store is also operating a pop-up store for its K-fashion overseas expansion platform, 'Shinsegae Hyperground,' in major Japanese department stores.

On April 24, the first Mattankim store in Japan opens at Miyashita Park in Shibuya, Tokyo. The Japanese operations of Mattankim are managed by Musinsa. /Courtesy of Musinsa.

Interest in K-fashion within the Japanese fashion retail industry is also growing. Matsushita said, 'The department store industry is always looking for new brands and trends. Particularly, K-fashion is a strong content that young customers enjoy, creating a welcoming atmosphere.'

Fukazawa mentioned feeling a sense of threat and competition regarding the entry of Korean brands into Japan. He stated, 'Korean brands were planned for overseas entry from the start, so I think it's a natural outcome,' and added, 'We also want to learn from this approach.'

To succeed in the Japanese market, Matsushita emphasized the importance of an online-offline 'two-track strategy.' This reflects Japanese consumers' shopping habits of wanting to verify and try on products in person. He said, 'Japanese consumers examine products meticulously, even checking the fabric and scent,' and stated that 'offline experience is important to Japanese people, so I think it’s best to develop flagship stores while selling online.'

Fukazawa pointed out 'price.' Given that Korea and Japan are geographically close and that product information can be easily accessed online, he hopes that prices in Japan will be formed at a level similar to those in Korea. Additionally, he noted, 'To succeed in Japan, it's important to highlight strengths that never fall behind other brands.'

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