2 weeks Ago By Korea Bizwire
(Image from Musinsa webpage) SEOUL, April 25, (Korea Bizwire) — In a notable shift from past consumer sentiment, Japanese fashion is enjoying a revival in South Korea, while Korean labels are making bold inroads into Japan’s polarized fashion market, redefining regional retail dynamics. Once dampened by the 2019 “No Japan” movement, Korean interest in Japanese fashion is resurging, particularly among younger consumers. Japan’s once-stagnant fashion market—divided between luxury and low-cost options—is now welcoming mid-range Korean brands offering both affordability and trend-driven design.
Meanwhile, Japan’s own brands are finding renewed appeal in Seoul, boosted by cultural exchange and the global momentum of Hallyu (Korean Wave) content. Earlier this month, Japanese fashion retailer Beams —long hailed as a style mecca in Harajuku—drew crowds with a five-day pop-up store at Lotte’s AvenueL in Seoul’s Songpa District. The opening on April 4 sparked an “open run” phenomenon, where customers lined up early to gain access.
Founded in 1976, Beams now operates stores worldwide and sees Korea as a prime market for expansion. Official trade data underscores this resurgence. South Korea’s imports of Japanese apparel surged to $114.
3 million in 2024, up nearly 69% from $67.7 million in 2020, according to Korea Customs Service statistics. Several other Japanese brands have recently entered the Korean market.
Outdoor label Goldwin opened pop-ups at Shinsegae Gangnam and Hyundai Department Store in Pangyo. Others like and wander (outdoor) and KOUE KYOTO (watches) have also debuted in Seoul. Japan’s multi-brand boutiques such as Studious opened a store in Apgujeong last month, with Bshop to follow in May.
Conversely, Korean brands are aggressively expanding into Japan, targeting the taste-driven MZ generation (Millennials and Gen Z). With Japan’s fashion scene still split between budget and premium tiers, Korean brands are positioning themselves in the under-served middle, offering stylish yet accessible alternatives. Leading this charge are the so-called “3-Ma” brands: Martin Kim , Mardi Mercredi , and Marithé François Girbaud .
In January, Martin Kim drew over 9,000 visitors to a popup in Osaka’s Hankyu Umeda department store, generating around ₩600 million ($414,000) in sales. Marithé François Girbaud posted ₩150 million ($103,000) in sales just three days into a 2024 popup at Tokyo’s Parco in Shibuya, while Mardi Mercredi ’s Daikanyama flagship store hit ₩500 million ($345,000) in sales within 10 days of its opening last June. Digital fashion platforms are also expanding cross-border reach.
South Korea’s largest, Musinsa , established Musinsa Japan in 2021 and has been instrumental in promoting Korean designer brands abroad. Its growth in Japan has been rapid—transaction volume in the first quarter of 2025 more than doubled compared to the same period in 2024, and monthly active users surged by 82% year-over-year as of March. “Over the past three to four years, Japan’s fashion market has stagnated,” said one industry insider.
“Korean brands are bridging that gap with savvy design and affordability, fueled by word-of-mouth on social media and the growing global appeal of K-culture.” As fashion flows both ways, a once-contentious trade lane has become a vibrant fashion exchange, redefining retail across East Asia. Lina Jang ( linajang@koreabizwire.
com ).
