The Coldest Moment Ignites Japanese Fashion with Debut Pop-Up
Korean Brand’s First Pop-Up at NUGU PRESSROOM Draws Massive Crowds, Signaling a New Wave of K-Fashion Craze.
Korean fashion brand The Coldest Moment made a splash with its inaugural pop-up store in Japan, held from November 21st to 23rd at NUGU PRESSROOM in Nakameguro, Tokyo. The event garnered significant attention, concluding on a high note with an enthusiastic reception from visitors.
The brand, known for its sophisticated mood and trendy silhouettes, offered a unique opportunity for Japanese fans to “see, touch, and experience” its distinctive world firsthand. This direct interaction proved invaluable, as The Coldest Moment had already cultivated a strong following in Japan, boasting over 4,000 followers on its official Japanese Instagram account prior to the event.
Over the three-day period, approximately 400 people visited the pop-up, generating sales of approximately 2 million yen. Many attendees arrived wearing the brand’s items, reflecting their deep connection and enthusiasm. Positive feedback flooded in, with visitors expressing sentiments such as “The space itself was enjoyable” and “I could directly feel the brand’s worldview.”
To further bridge the offline and online shopping experience, purchasers received a 20% brand discount coupon usable at the nugu online store, creating a seamless pathway for continued engagement.
NUGU PRESSROOM: A Hub for Korean Fashion in Japan
NUGU PRESSROOM, located in Nakameguro, officially opened to the public in October and has since become a permanent venue, hosting pop-up events in collaboration with various Korean brands each month. The space has garnered high praise for its layout and interactive content, solidifying its reputation as a key destination for experiencing Korean fashion up close.
During regular operating hours, visitors can conveniently purchase items from multiple Korean brands featured on the nugu online store by scanning QR codes. Additionally, monthly brand pop-ups allow for direct in-venue purchases of popular items.
Upcoming Pop-Ups to Watch
As the year draws to a close, NUGU PRESSROOM has announced a series of upcoming brand pop-ups, promising more opportunities to explore the diverse appeal of Korean fashion:
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Somewhere Butter
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Dates: December 12th – 14th
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For Your Eyes Only
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Instagram: https://www.instagram.com/fyeo_official/
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Dates: December 19th – 21st
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NUGU PRESSROOM aims to serve as a vital platform, fostering deeper connections between Korean brands and Japanese consumers by accurately understanding local needs and facilitating robust communication. The continued success of events like The Coldest Moment’s debut pop-up suggests a vibrant future for Korean fashion in Japan, with NUGU PRESSROOM at its heart, bridging cultural divides and bringing global trends closer to home.
