On July 10, 2026, Hyundai Department Store of South Korea opened “THE HYUNDAI” on the third floor of Tokyu Plaza Omotesando Harajuku “Omokado.”We visited this much-talked-about floor, which brings together a diverse array of Korean-originated offerings—from apparel brands making their Japan debut to K-pop merchandise.
“THE HYUNDAI,” a South Korean-based brand, opens on the 3rd floor of Omokado in Omotesando
“THE HYUNDAI” is a large-scale floor occupying the entire third floor of Omokado, with the exception of “Chiikawa Bakery.” While Hyundai Department Store opened its first permanent store in Japan on the fourth floor of Shibuya Parco in September 2025, this Omokado location marks its first large-scale store in the country.The floor features a format where each brand operates as an individual tenant, bringing together a total of seven tenants.
A stylish, distinctly Korean space where art featuring flowers and motorcycles welcomes visitors
As you step onto the floor, the first thing that catches your eye is a bold art installation featuring flowers and motorcycles. The combination of deep blue walls and reddish dried flowers is striking, creating a stylish atmosphere befitting a Korean-inspired select floor. It’s sure to become a popular spot for taking Instagram-worthy photos.
MashukumaThe flower and motorcycle art is so impactful and cool!
YorunekoIt really feels like it was designed with Instagram in mind. I bet this will go viral on social media.
Bag brands “STAND OIL” and “HIETA”
In the fashion category, bag brands “STAND OIL” and “HIETA” have set up shop. While STAND OIL has its first store at Miyashita Park in Shibuya, the other six tenants are all opening their first permanent stores in Japan.The selection features bags and shoes in subdued tones, allowing visitors to enjoy the sophisticated designs characteristic of these South Korean brands.
ポチップ
ポチップA gathering of apparel and eyewear brands making their Japan debut
The apparel brands “COYSEIO 038” and “ROLAROLA” are participating. At the ROLAROLA booth, playful touches—such as “maison de rolarola” T-shirts and a display featuring lemons—caught the eye.The eyewear brand “DOUBLE LOVERS” also made its Japan debut, showcasing eyeglasses and sunglasses in a special space featuring a red carpet.
“WITHMUU,” the mecca for K-POP merchandise
The area that stood out as particularly bustling on the floor was “WITHMUU,” which specializes in K-POP merchandise. Goods from popular artists such as TWICE, NCT DREAM, and NCT127—including G-DRAGON’s “818 BLOOM”—were lined up in abundance.The collection of official light sticks was simply breathtaking, and the store had everything a fan could need—from photo cards and keychains to CDs and albums.
MashukumaSeeing all those light sticks lined up like that is just too amazing!
YorunekoThis lineup is irresistible for fans. I can feel my wallet getting lighter.
Don’t miss the pop-up space, which changes every two weeks
There are two pop-up spaces on the floor, where content spanning various genres—including fashion, lifestyle, IP content, and food and beverage—is scheduled to be featured every two weeks.At the time of my visit, a pop-up related to actor Byun Woo-seok’s Asian fan meeting tour, “THE SECRET LIBRARY,” was being held, creating an atmosphere where there seems to be something new to discover every time you visit. The floor also features the coffee shop “CAMEL COFFEE,” offering a complete experience of Korean lifestyle.
Access and Basic Information
“The Hyundae” is located on the 3rd floor of Tokyu Plaza Omotesando Harajuku “Omokado,” just a short walk from Tokyo Metro Meiji-jingumae Station and JR Harajuku Station.It’s conveniently located for a quick stop while exploring the Omotesando and Harajuku areas. With seven tenants and a pop-up space, we recommend allowing plenty of time if you plan to explore everything thoroughly.
The Hyundae Store Details
Features: Two pop-up spaces with rotating exhibits every two weeks
MashukumaIf you want to immerse yourself in Korean culture in Omotesando, The Hyundae is the place to go!
YorunekoIt’s a luxurious floor where you can enjoy both fashion and K-POP merchandise all at once.
“The Hyundae” brings together brands making their Japan debut and K-POP culture. With plenty to see for both fashion lovers and fans of their favorite idols, and pop-up events rotating every two weeks, you’re sure to discover something new every time you visit. When you’re in the Omotesando and Harajuku areas, be sure to stop by the 3rd floor of Omokado.
Store: THE HYUNDAI
Address: 3F, "Omokado," Tokyu Plaza Omotesando Harajuku, 4-30-3 Jingumae, Shibuya-ku, Tokyo
Closed: Major Participating Brands: STAND OIL (bags), HIETA (bags), COYSEIO 038 (apparel), ROLAROLA (apparel), DOUBLE LOVERS (eyewear), CAMEL COFFEE (café), WITHMUU (K-POP merchandise)
Nearest Station: Just a short walk from Tokyo Metro Meiji-jingumae Station and JR Harajuku Station
Opened: 2026-07-10
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