Japanese Brand 'sorekara' Expands into South Korea with HLDYS Store Launch

Introduction to sorekara's Expansion

The renowned Japanese product brand 'sorekara', under the guidance of Satoru Utashiro Design, is officially expanding its horizons into South Korea. This expansion is marked by a collaboration with the cutting-edge creative studio 'Weekends Inc.' in Seoul, known for its partnerships with global giants such as Nintendo and Disney. Starting from June 2026, sorekara's unique offerings will be launched at 'HLDYS', a new lifestyle curation store created by Weekends Inc.

Concept of HLDYS

HLDYS is more than just a store; it's a concept that encourages individuals to step away from the mundane and embrace better things in life. The phrase “Day off the ordinary. On to better things.” captures its philosophy. The store aims to transform everyday items—objects we often overlook into opportunities for delight and relaxation. Focusing on quality craftsmanship and authentic materials, HLDYS will feature a curated selection of independent European brands like CLINQ and LORENZI MILANO, ensuring that each product tells a story.

'sorekara' aligns perfectly with this vision with its product 'How Many Days Left?'—a clock engineered to deepen one’s appreciation for time, encouraging users to cherish their personal experiences. This partnership echoes the philosophy of HLDYS, promoting a richer understanding of time and its value.

Lifestyle Trends in South Korea

In recent years, South Korea, particularly in the vibrant neighborhood of Seongsu-dong, has been experiencing a cultural shift away from fast consumerism. Residents are increasingly gravitating towards timeless pieces that blend seamlessly into their spaces while gaining value over time. Individuals are seeking depth and fulfillment in their lifestyles, moving beyond mere trends. This cultural backdrop provides a fertile ground for sorekara's unique approach that transforms routine into a meaningful week, resonating deeply within the local aesthetic.

Future Developments

sorekara plans to officially launch its products in mid-June 2026 through online platforms, including 'Naver Smart Store.' Following this, the brand intends to implement an integrated marketing campaign led by Weekends Inc. to enhance offline experiences. This campaign will initially focus on pop-up events before transitioning to permanent retail spaces across Seoul.

About Weekends Inc.

Based in Seoul's Seongsu area, Weekends Inc. is a pivotal creative studio recognized for its end-to-end service in campaign planning and execution. With an in-house ART team and PLAN team, they work with client brands including NAVER, NINTENDO, DISNEY, and more. Their innovative strategies have solidified their place as one of Seoul's leading creative hubs.

About sorekara

The name 'sorekara' translates to 'after that,' indicating a turning point in one’s narrative. It symbolizes a shift, inviting customers to experience emotional growth through their products. This focus isn't limited to functional benefits but extends to creating products that evoke joy and the desire to adorn one's space or gift to others. The first product, 'How Many Days Left?', is designed to transform everyday monotony into a week filled with significance, adding depth and richness to time.

For inquiries about sorekara, please visit their official site sorekara or their Instagram sorekara_brand.

Conclusion

With sorekara's expansion into South Korea, the fusion of innovative design and cultural appreciation is set to enrich the local lifestyle landscape. As they prepare for the launch at HLDYS, we anticipate a meaningful contribution to the way people perceive and engage with time and aesthetics in their daily lives.