NEW YORK -- Isetan Mitsukoshi Holdings is opening a temporary store in the SoHo district of Manhattan in New York City. It will be open Feb. 6-13 to coincide with New York Fashion Week.
The Japanese department store company will showcase 50 Japanese brands, including Anrealage and Siri Siri. It will also feature a traditional indigo dyeing technique from Aomori Prefecture, and sell a special condiment from a well-known food maker.
Tokyo's "Cool Japan" campaign that aims to promote tourism to Japan and its pop culture has so far focused mostly on the rest of Asia. "We will boost (Japanese brands') presence in this trend-setting city," a company official said about the store in New York.
Japanese department stores have opened permanent branches in major U.S. and European cities before, but there are currently none in New York.