#Japan #Tokyo #K-fashion #Omotesando #W CONCEPT

W CONCEPT: A Trendsetting Fashion Destination in Tokyo

The renowned women's fashion platform, W CONCEPT, launched its first-ever pop-up store in Japan, situated in the stylish district of Omotesando, Tokyo. Operating from December 12 to 21, 2025, this pop-up invites fashion enthusiasts to immerse themselves in the world of Korean fashion. Hours of operation are from 11 AM to 8 PM on weekdays and weekends, with an exclusive early access from 10 AM to 11 AM.

The store is located at Rand Omotesando, 4-24-3 Jingumae, Shibuya, Tokyo. The event has been meticulously designed to foster closer interactions with Japanese customers, celebrating both the unique characteristics of Korean women’s fashion and W CONCEPT’s distinctive identity.

A Variety of Brands

W CONCEPT's pop-up features 15 carefully selected brands catering primarily to women aged 25 to 35. This eclectic mix includes both already popular brands in Japan and fresh arrivals making their debut. The participating brands include:

• - YUTHENTIC
• - MOHAN
• - ROLAROLA
• - FLOWOOM
• - Atelier Nain
• - FRONTROW
• - CITTA
• - RE RH´EE
• - lazyz
• - Rel
• - ANEDIT
• - I Hate Monday
• - Polysooem
• - Leccproject
• - DUFOIS

These brands are set to showcase a wide range of styles, ensuring there’s something for every fashion-savvy individual.

Thematic Experience: 'THE CONCEPT ROOM 25 Atelier Garden'

The central theme of this pop-up is titled THE CONCEPT ROOM 25 Atelier Garden. This unique theme is designed to reflect the emergence of spring amid the winter chill, embodying hope, refreshment, and new beginnings. The ambiance is reminiscent of a hidden greenhouse, providing a magical escape for visitors.

Guests can engage in various experiential content reflecting the theme, creating a fitting atmosphere to welcome the upcoming year of 2026 with optimism and excitement.

Engaging Activities

The pop-up is loaded with interactive elements. Notably, a selfie photo booth featuring their signature Atelier Ribbon will allow guests to capture memories in style. Exclusive items from the 15 brands will also be available at special prices.

One of the most sought-after activities is the DIY W Keyring creation, where attendees who download the global app can craft their customized ribbon keyrings, letting their creativity shine. Additionally, a special photo spot featuring visual content from W CONCEPT's model, LE SSERAFIM, enhances the visit for fans.

VIP Reception

On the opening day, December 12, a VIP secret reception was held, attended by notable figures in the Japanese fashion industry, including influencers, models, and media representatives. This gathering served as a celebration of W CONCEPT's entry into the Japanese market, fostering anticipation for the brand's future endeavors.

Future Aspirations

This pop-up marks the beginning of W CONCEPT's efforts to establish a deeper connection with customers in the Japanese market. By integrating both online and offline extensions, they aim to enhance communication with their audience, paving the way for their next steps in this vibrant fashion landscape.

Company Overview

Company Name: W Concept Korea Co., Ltd.
Establishment Year: 2008
Headquarters: Yeongdeungpo-gu, Seoul, Korea
Business Focus: Planning and operation of the fashion e-commerce platform, W CONCEPT.
Website: W CONCEPT