At 11:00 a.m. on November 12th, China’s fashion EC “SHEIN” opened Japan’s first permanent physical store “SHEIN TOKYO” in Harajuku, Tokyo. Although the store is permanent, it is only for display. Recently, the number of store openings is increasing, so-called “stores that do not sell”.
Located on “Cat Street” where apparel stores gather, more than 100 people gathered visually when it opened at 11:00 am.
At 11:00 a.m., the fans who were waiting in line entered the store, shouting, “Enjoy the world of SHEIN.”
At 11:00 a.m., the door opened with the voice of “Enjoy the world of SHEIN.” A group of young men lined up at the front cheered as they entered the store.
A reporter from China’s state-run CCTV was also present.
Speaking of SHEIN, a pop-up store “SHEIN POPUP OSAKA” opened for a limited time in Shinsaibashi, Osaka on October 22nd, and it is reported that 400-500 people queued up on the opening day.
While Shinsaibashi was a pop-up store, Harajuku’s SHEIN TOKYO is the first “permanent store” in Japan. Considering its location in Harajuku, a town known for its topicality and youth culture, it is undeniable that the opening of the store has been more gentle than expected.
A couple in their 20s who entered the store just after it opened and left after experiencing the store around 11:20 arrived just in time for the store’s opening.
Two people in their 20s who heard the story.
The woman said that she had also visited the reception the day before, and that she had come to see the opening. She pointed out that one of the advantages of “real stores that don’t sell” is that you can check the size.
Inside of SHEIN TOKYO.
We also have products for kids.
There is also a limited display of men’s products.
(Text by Yu Ito)
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