Korean lifestyle and beauty brands to hold pop-up events in Tokyo

Multiple pop-up events are scheduled across Tokyo in October 2026 to showcase Korean lifestyle, beauty, and wellness brands to the Japanese market.

As part of the ‘DISTRICT SEOUL SHIBUYA EDITION’ organized by Shinsegae Department Store and Tokyu Retail Management, Shibuya Scramble Square will host a pop-up for the ceramic brand SOILBAKER from October 15 to October 21. This event aims to replicate the diverse cultural atmosphere of Seoul’s various districts through food, fashion, and lifestyle goods.

Additionally, NOAH Co., Ltd. will host the ‘K-LIFE STYLE IN NAKANO MARUI’ event at Nakano Marui from October 21 to October 25. This pop-up will feature 11 Korean beauty and wellness brands, including skincare, haircare, and dental care products. The initiative serves as a practical test-marketing platform for Korean companies to gauge Japanese consumer reactions regarding pricing, packaging, and usage, with NOAH providing support for subsequent market entry and distribution.