Shibuya109 opens in Hong Kong

1 min readUpdated May 16, 2025Jan 13, 20163:00 AM

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The Japanese department store Shibuya109 has opened its first outlet outside its home market – in Market City in Kowloon, Hong Kong.

Owned by Tokyu Hands, Shibuya109’s first Hong Kong store is described as a ‘mini-mall’ offering just a curated collection of brands from Japan to test the broader Asian market.

The store opened quietly during the Christmas season lead-up taking up an 800sqm space on the third floor of Gateway Arcade at Harbour City in Tsim Sha Tsui. It is home to 13 retail brands from the Tokyo stores: Ank Rouge, Duras, Esperanza, Ki La Ra Girl, Liz Lisa, MLR, Rady, Redyazel, Regalect, Samantha Vega, Secret Honey, SLY and Wego Tokyo. For six of these brands, it will be their first launch on an overseas market.

There is also a space tagged Shibuya109 Stage, dedicated to incubator brands.

Shibuya109 takes its name from the popular shopping district in Tokyo.

The concept of the mini mall is to highlight Japan’s fashion culture.

Tokyu Malls Development Corporation says it chose Hong Kong because of its popularity with tourists – some 50 million people a year visit the territory.

If the Hong Kong store proves a success, Tokyu will consider similar such outlets in Singapore and other Asian cities.

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What this means

Shibuya109's quiet Hong Kong debut as a 'mini-mall' is a shrewd, low-risk strategy. By curating 13 Japanese brands, including six new to overseas markets, it effectively tests concept viability in a high-traffic tourist hub without the full investment of a traditional department store. This contrasts with SKIMS' immediate flagship approach in Times Square, which carries higher upfront commitment. The incubator space also offers flexibility to adapt brand mix. This measured entry pressures local fashion retailers to innovate their brand curation, particularly in the Japanese fashion segment. However, the store's 800sqm on a single floor might struggle to replicate the full Shibuya109 experience. Monitor Tokyu Malls Development Corporation's announcements on sales figures over the next quarter.

Rajiv Menon

Questions & Answers

Which specific location within Hong Kong was chosen for the new Shibuya109 store?

The new store is located on the third floor of Gateway Arcade at Harbour City in Tsim Sha Tsui, within the Market City area in Kowloon. This marks its first venture outside Japan.

What is the primary reason given by Tokyu Malls Development Corporation for selecting Hong Kong as the location for its first overseas store?

Tokyu Malls Development Corporation chose Hong Kong due to its significant popularity with tourists, with approximately 50 million people visiting the territory annually. This provides a broad customer base for the new outlet.

What proportion of the brands featured in the new Hong Kong store are making their international debut there?

Out of the thirteen retail brands present in the Hong Kong store, six are launching in an overseas market for the first time. The store offers a curated selection from the Tokyo stores.

What is the overall strategic purpose of opening this 'mini-mall' in Hong Kong for Shibuya109?

The 'mini-mall' concept aims to test the broader Asian market with a curated collection of Japanese brands. It also serves to highlight Japan’s fashion culture to an international audience.

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