K-fashion takes Tokyo; J-fashion lands in Seoul as Gen Z drives cross-cultural trend
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. 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
Jun 21, 2025By Hankookilbo