Matin Kim, a fashion brand officially distributed in Japan by MUSINSA, successfully held its first pop-up store of the year, drawing significant attention from Japanese consumers.
In November of last year, MUSINSA signed a partnership agreement with Matin Kim to become its exclusive distributor in Japan. Since then, the two companies have been working together across all aspects of brand development in the local market, including online and offline distribution, marketing, and public relations. Ahead of accelerating its full-scale expansion into Japan this year, MUSINSA launched the pop-up store to provide customers in various regions with a first-hand brand experience.
The pop-up store was held from May 22 to 28 at the main branch of Hankyu Umeda Department Store in Osaka, Japan. The event featured Matin Kim’s FW collection along with some of its most popular items.
Over the course of the week-long event, the pop-up store attracted approximately 9,000 visitors. Long queues formed each day with customers eager to be first in line, creating an 'open-run' phenomenon. The response was particularly strong among women in their 20s and 30s, with more than 60 products—including the Half Shirring Ribbon Round Bag, the Matin Kim Logo Coated Jumper, and the Macaron Logo Ball Cap—selling out during the event.
Combined online and offline sales during the pop-up period reached approximately USD 435,000. MUSINSA also created online-offline synergy by launching joint promotions with its Global Store, the official online sales platform for Matin Kim. Notably, an online campaign showcasing styling suggestions using items featured at the pop-up attracted significant attention. In addition, an on-site giveaway event for MUSINSA online members was met with an enthusiastic response from visitors.
A MUSINSA official said, “This pop-up reaffirmed Matin Kim’s growth potential and strong appeal ahead of the brand’s first store opening in Shibuya, Tokyo later this year.” They added, “This year, as Matin Kim’s official partner in Japan, MUSINSA will focus on establishing the brand’s strong foothold in the market while also expanding the presence of Korean designer labels abroad.”