ZEROBASE INTERNATIONAL joins the 'Seongsu Japan' pop-up in Hakata, Fukuoka — showcasing YIEYIE and SUN+MOON in Japan
Aug 28 – Sep 3 · Hakata Marui, 3F · 15 YIEYIE bags and 25 products from 6 SUN+MOON brands · Linked to Qoo10 Japan online
ZEROBASE INTERNATIONAL Co., Ltd. (CEO Kang Seung-bo) took part in 'Seongsu Japan', a K-beauty pop-up store held for seven days from August 28 to September 3 on the third floor of Hakata Marui in Fukuoka, Japan.
The company presented its own bag brand YIEYIE together with brands carried by the K-beauty curation store SUN+MOON, widening its offline touchpoints for meeting Japanese consumers in person.
Seongsu Japan is a select pop-up project that helps Korean brands enter the Japanese market; this edition was co-organized by Cross Border Partners Co., Ltd. and Moon Entertainment. Hakata Marui sits right in front of Hakata Station, Kyushu's largest transport hub, and the third floor where the pop-up took place brings together cosmetics and accessories shops aimed at young women.
YIEYIE joined in the fashion category, displaying 15 bags including ANNA, MOONLIT, LUNA and SASHA. The brand also produced a new Japanese-language product catalogue reflecting its design philosophy of "originality in simplicity," introducing its products to local customers and buyers.
SUN+MOON, which curates K-beauty around the rhythm of the day — the energy of the day (SUN) and the recovery of the night (MOON) — presented 25 products from six brands: Treed, KIWIGLOW, onsoob, W.Lab, Jaunkyeol and CH6. Spanning skincare, body and hand care, hair and scalp care, and fragrance, the lineup went straight to Japan right after SUN+MOON opened its Seongsu store in Seoul on August 27.
On site, the pop-up combined tester trials with product sales, and QR codes placed in the store led visitors to purchases at the Qoo10 Japan online shop. For the stamp tour promotion, in which visitors and influencers took part by following SNS and Qoo10 accounts, YIEYIE bags and kits from SUN+MOON's brands were offered as prizes.
"As interest in Korean brands grows among Japan's Gen Z, we saw offline touchpoints where we meet local consumers in person as essential," said Kang Seung-bo, CEO of ZEROBASE INTERNATIONAL. "Building on the response we saw at this pop-up, we will expand our online channels, including Qoo10 Japan, and our local distribution partnerships."
ZEROBASE INTERNATIONAL Co., Ltd. is a K-brand distribution and curation company based in Seongsu-dong, Seoul. It operates on four pillars: domestic distribution (home shopping and online malls), the Seongsu flagship complex, global export, and brand incubation.