Korean children's products gain popularity in Japan, stores expand - Korean media

Hansem MK, a Japanese subsidiary of the company that manufactures and sells children's products, saw sales of its own infant clothing brand "Moimorun" grow 38.9% year-on-year in October, achieving 107.8% of its target.
Moimorun is actively expanding its store network in Japan, including opening a store in Nagoya Sakae Mitsukoshi, a department store in Nagoya City, Aichi Prefecture, in September. The company has 20 stores in Japan, and has many branches in the US and China.
The company is expanding more rapidly than ever before. The company aims to establish itself in the market in the countries where it has already expanded, with a focus on Japan. In addition, sales in Japan from Kony, a popular lightweight baby carrier, are estimated at 25% of the total.
In Japan, the company has expanded its product lineup from baby carriers to bibs and infant clothing, and the company believes that same-day delivery of products has been a success locally.
Expansion of Korean brands into overseas markets, including Japan, has become an essential growth strategy for Korean companies as the country faces a declining birthrate.
An industry insider said, "Korean children's products are made with high-quality materials and have excellent designs, so they are gaining popularity in the overseas market.
It is attracting attention. In particular, in Japan, where there is a strong tendency to prefer domestic brands and many consumers who thoroughly research product information, the fact that Korean products are gaining popularity shows that they are highly competitive.
It means that,” he said.