MOIMOLN, the infant and kidswear brand led by HANSAE-MK CEO Ji-won Kim, is expanding its presence in Japan. Building on the success of its pop-up stores, the brand has secured a permanent location in a major Japanese department store, further demonstrating the global potential of Korean kidswear.
According to HANSAE-MK Japan on April 13, MOIMOLN opened a new store on April 10 at the Ikebukuro flagship of Tobu Department Store, located in one of Tokyo's core commercial districts. The permanent store follows the positive response to a pop-up held at the same location in November last year.
The opening is significant because the store is located in a major department store in Ikebukuro, one of Japan's key consumer hubs. With both heavy foot traffic and a customer base with strong purchasing power, the location provides a strategic foothold for raising brand awareness and expanding sales.
The product strategy focuses on localization. For the summer season, the brand introduced a Japan-exclusive premium line made with locally produced fabrics and relaunched a collaborative product that gives a modern interpretation to the traditional Japanese jinbei. By strengthening both functionality and design, the lineup is aimed directly at local consumer preferences.
Marketing programs were also introduced to support the initial launch. Gifts and purchase-threshold discounts were offered to attract customers and improve conversion.
The move is seen as part of MOIMOLN's global expansion strategy beyond a primarily domestic business model. Drawing on the product competitiveness developed through more than 500 stores in Korea and China, the brand now operates about 20 stores in Japan and continues to expand its offline customer touchpoints.
HANSAE-MK is regarded as having differentiated itself in the infant and kidswear market by combining premium quality with emotional appeal. Nordic-inspired design and functionality have helped meet the needs of Japanese consumers, while easy-care features suited to the local market and high-quality materials are strengthening the image of premium Korean kidswear.
Under Ji-won Kim's leadership, MOIMOLN plans to reinforce its differentiated product and distribution strategies and continue expanding its position in the Japanese market.