Fashion brand Matinkim succeeded in targeting the Japanese archipelago, showing the potential of K-fashion.
Hago House, a Korean brand incubator, said on the 8th that the pop-up store in Osaka, Japan, of the brand "Matinkim" ended successfully with 700 million won in sales for a week. It recorded 200 million won higher sales in a short period of time than the first pop-up store in Tokyo in October last year, proving the explosive popularity and trend of Matinkim, which is growing in Japan.
The Matinkim Osaka pop-up store was held for a week from February 21 to 27 at the Umeda headquarters of Hankyu Department Store, one of Japan's leading department stores.
The second pop-up store, which was proposed by Hankyu Department Store, has produced more-than-expected results, including not only sales but also love calls from leading Japanese general companies due to its hot local popularity in Japan.
Popular Japanese influencers visited the site from the first day of the opening and drew attention, as well as a large number of people gathered every day, including a large number of queues and open runs. In particular, the proportion of female customers in their 20s who are interested in K-fashion, including Matinkim core fans who have visited Korea, was high.
At this pop-up store, the best items were selected as steady sellers such as "Matinkim logo beanie," "accordion mini bag," and "black bunny keyring," as well as "Matinkim logo coating jumper," "crop top," and "knit cardigan." In addition, it drew attention by placing elements that attract customers, such as interior design and sensual objects that make use of Matinkim's unique brand identity.
An official from Hankyu Department Store said, "It was a meaningful time to show Matinkim products to many customers in person, and I was able to realize Matinkim's popularity once again by seeing so many customers visit during the pop-up period," adding, "As the Japanese fandom, which cheers for Matinkim's brand charm and unique design beyond the Korean Wave trend, is solidifying, various activities are expected in Japan in the future."
Matinkim plans to launch a Japanese pop-up store in earnest this year to lay the groundwork for its global expansion. Pop-up stores are scheduled to be held in Nagoya in April and Tokyo in May.
Vice President Matinkim Lee Dong-kyu said, "We will expand our contact points with global customers starting from entering Japan and further solidify our position as a representative K-fashion player."