K-fashion takes Tokyo; J-fashion lands in Seoul as Gen Z drives cross-cultural trend
Shoppers line up outside the Shibuya store of Korean designer brand Matin Kim, run by Hago Haus, as it opens its first location in Japan in April. Courtesy of Hago Haus
From Seoul’s Seongsu-dong to Tokyo’s Shibuya, local labels are winning over young shoppers in both countries with their casual flair and cultural cool.
In the streets of Tokyo’s Harajuku or Omotesando, it’s no longer unusual to see locals donning T-shirts, jackets, and bags emblazoned with Korean fashion logos such as “Mardi Mercredi” or “Matin Kim.”
“Two years ago, you never saw this,” said Park Sung-won, a 23-year-old Korean studying in Japan. “Now it’s part of the everyday scene.”
A new chapter is unfolding in Korea-Japan fashion relations, with less rivalry, more cross-pollination. Riding the wave of pop culture and youth tourism, fashion brands from both countries are making bold moves across the sea, with Gen Z leading the charge.
On one side, Korean labels are staking ground in Japan. Seoul-based Matin Kim opened its first store in April inside Miyashita Park, a bustling landmark in Tokyo’s Shibuya.
Visitors wait in line outside the first Korean pop-up store of Japanese fashion brand and select shop BEAMS at Lotte Department Store in Songpa District, Seoul, in April. Courtesy of Lotte Department Store
The opening day drew more than 1,000 visitors, and within two weeks, the shop had surpassed 600 million won ($430,000) in revenue. Seoul's famed fashion hub Seongsudong has also become a must-visit destination for Japanese tourists eager to explore brands like Stand Oil and CINOON.
On the other side, Japanese labels are finding success in Korea. Popular lifestyle brand BEAMS launched its first Korean pop-up in April at Lotte Department Store in Seoul.
Within 90 minutes, over 500 customers had passed through, snapping up items, including hoodies and denim key holders, many of which sold out the same day.
Japanese streetwear staples such as Human Made, Studious, Porter-Yoshida and BAPE have followed suit, opening flagships or striking partnerships with local platforms to meet growing demand.
Japanese tourists browse bags at the Stand Oil store in Seongsu-dong, Seongdong District, Seoul, Tuesday. Korea Times photo by Jung Hye-won
Not novelty, but routine
Behind this surge is more than fashion. Gen Z shoppers on both sides of the East Sea are driven by cultural curiosity and a desire for local authenticity.
Unlike previous generations who prioritized luxury brands and duty-free shops, today’s travelers are hunting for distinct labels with stories and street credibility.
Korean visitors to Japan cite the clean designs and playful collaborations of Japanese brands, while Japanese fans are drawn to the fast-changing trends, creative silhouettes, and “Oshare” (stylish) image of K-fashion.
Online platforms reflect the shift: Musinsa Global’s Japanese transactions grew 114 percent year-on-year in the first quarter of 2025, with a 176 percent increase in active buyers.
Human Made’s first flagship store in Korea, located in Seongsudong, draws steady crowds. Korea Times photo by Song Ok-jin
Meanwhile, Korean retail zones such as Seongsudong now post signs in Korean, English and Japanese to accommodate the influx of Japanese shoppers. In some stores, Japanese-speaking staff are available to assist.
Pop culture plays a key role. Korean dramas and music dominate Japanese streaming charts, normalizing Korean aesthetics in daily life.
“It’s not about novelty anymore, rather it’s routine,” said Lee Hye-eun, director of the Korea Creative Content Agency’s Tokyo office. “Even in Shin-Okubo, once home mostly to Korean expats, Japanese Gen Zers now fill the streets.”
Still, the playing field isn’t entirely even. Japanese brands Uniqlo and GU, once hit by boycott campaigns, have rebounded strongly. Uniqlo’s Korean sales surpassed 1 trillion won last year. Yet some experts say Korea’s push into Japan is still in its infancy.
“The Japanese market is conservative and insular, but once you break through, customer loyalty is strong,” Lee said. “For Korean brands, it’s important to look beyond short-term pop-ups and invest in long-term partnerships and competitive pricing to build a sustainable presence.”
As Gen Z redefines global fashion not by prestige but by personality and place, Korea and Japan are learning that the fastest route to cool is just across the sea.
A T-shirt from Japanese fashion brand BAPE. Captured from BAPE website
This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.