'THE HYUNDAI,' Embodying Seoul's Lifestyle, to Open First Large-Scale Tenant Store in Omotesando

Hyundai Department Store is scheduled to open a large-scale tenant store for 'THE HYUNDAI' on the third floor of Tokyu Plaza Omotesando 'OMOKADO' in Omotesando, Tokyo. This project is a collaboration with Mediquitous (Headquarters: Seoul, Korea; CEO: Lee Doojin), which develops global e-commerce platform businesses and brand building, and its Japanese subsidiary nugu Japan Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; President: Kim Choong-hwan). The store, a strategic base consolidating know-how from past pop-up stores and existing operations in the Japanese market, is scheduled to open in mid-July 2026. Hyundai Department Store has previously conducted multiple pop-up stores in major Japanese cities, including Tokyo, Osaka, and Nagoya, accumulating local user feedback and market data. Furthermore, through the operation of 'THE HYUNDAI' in Shibuya PARCO, the company has deepened its understanding of Japan's retail environment and consumer needs, leading to the planning of this large-scale tenant store. 'THE HYUNDAI' project aims to create new customer touchpoints, distinguishing itself from conventional models of Korean brands entering Japan. While typical approaches involve being featured in select shops or direct expansion by a single brand, this store is designed for each brand to participate as an official tenant, allowing them to fully express their individual identities, products, and stories. A key feature is its proposal of a complex retail platform centered on brand experience, rather than just being a sales space. The store will consist of 9 sections, planning to feature diverse categories such as fashion, general goods, IP, and cafes. In particular, it will incorporate the spatial planning concept from the B2 floor of 'THE HYUNDAI SEOUL' in Seoul, proposing a new shopping experience through sophisticated curation and content-driven space creation. A Hyundai Department Store official commented, 'We want THE HYUNDAI Omotesando store to serve as a hub for promising Korean brands to achieve sustainable growth in the Japanese market.' They added, 'We will continue to offer unprecedented retail experiences through various collaborations and content development.'