Torriden Omotesando Pop-Up 2026: Japan Push After Goodai Global Investment

K-beauty skincare brand Torriden has opened its first pop-up store since its brand renewal in Omotesando, Tokyo. The event is also attracting attention as Torriden’s first major activation in Japan announced after entering a strategic investment partnership with Goodai Global.

Named “Torriden DEEP DIVE IN Express,” the pop-up uses a train station and express train concept to immerse visitors in Torriden’s renewed brand identity. The revamped DIVE IN series is also available offline ahead of its nationwide rollout in Japan.

At a glance
The Torriden Omotesando pop-up runs from August 30 to September 27, 2026, at ZeroBase Omotesando. Admission is free, but advance reservations are mandatory. Visitors can preview and purchase the renewed DIVE IN series while exploring interactive brand experiences.

Torriden Omotesando Pop-Up Dates and Location

Walk-ins are not accepted. Reservations are offered on a first-come, first-served basis, although canceled slots may become available again. According to the official event information, entry slots are scheduled every 20 minutes, but there is no set time limit once you enter. Check the official reservation page for availability before visiting.

An Immersive Space Inspired by Torriden Station and the DEEP DIVE IN Express

Rather than simply displaying products, the pop-up extends Torriden’s message throughout the entire space. Visitors receive a ticket at “Torriden ST.” and follow a journey aboard the “DEEP DIVE IN Express” toward “DEEP DIVE ST.”

A Train Platform on the First Floor

The first floor resembles a station ticket area and train platform. Visitors can watch Torriden’s new campaign video in the ticket-machine zone and explore the renewed DIVE IN products inside a recreation of a stationary train.

Hands-On Experiences and Shopping Upstairs

The second floor features a vending-machine-style game, a tester area where visitors can try the full DIVE IN range, and a gift shop.

Visitors who complete the stamp rally and either add Torriden Japan on LINE or follow the brand’s official Instagram account can take part in a prize game. Pop-up-exclusive gifts are also offered based on the products purchased and total spend, while supplies last.

Renewed Torriden DIVE IN Series Available Ahead of Japan-Wide Release

The centerpiece of the pop-up is the renewed Torriden DIVE IN series. According to the official Japanese announcement, Torriden reformulated the amount of low-molecular-weight hyaluronic acid in each product, increasing it by two to five times in key items compared with their previous versions. Ectoin, a skin-conditioning ingredient, has also been added.

The DIVE IN Cream received a packaging update only, with no change to its formula. In Japanese cosmetics claims, “penetration” refers to delivery into the stratum corneum. A higher ingredient concentration does not guarantee the same experience for every user, so visitors with sensitive skin may want to test the textures and review the ingredient lists at the venue.

Goodai Global Did Not Acquire Torriden

The investment structure is essential to understanding the partnership. Goodai Global made a minority investment in Torriden; it did not acquire management control.

Torriden plans to retain its independent management and brand identity while using Goodai Global’s overseas distribution network and local business infrastructure to accelerate international growth. It is therefore more accurate to describe the deal as a strategic minority investment rather than an acquisition.

For Goodai Global, the deal has also been reported as its first partnership with an independent brand through a minority stake, expanding beyond its previous strategy centered on controlling acquisitions.

Not Torriden’s First Japan Pop-Up—But Its First Since the Brand Renewal

This is not Torriden’s first pop-up in Japan. In October 2025, the brand operated its first standalone Japanese pop-up, “Torriden Uruoi no Ma,” at GATE in Harajuku, Tokyo.

The significance of “DEEP DIVE IN Express” is that it is Torriden’s first pop-up since the brand renewal. It can also be viewed as the first Japanese pop-up announced after the Goodai Global investment agreement. However, publicly available information does not establish how directly Goodai Global was involved in planning the event.

Why Torriden Is Focusing on Japan as Overseas Sales Reach 62%

Torriden recorded KRW 181.1 billion in sales for the first half of 2026. Overseas sales totaled approximately KRW 112.7 billion, accounting for 62% of the total and increasing 66.4% year over year. The United States, Japan, and China were reported as its three largest overseas markets.

Torriden’s official Japanese announcement states that, as of the first half of 2025, its products were sold in roughly 80,000 stores across 43 countries, including Sephora in the United States. Japan is one of the brand’s key markets, where it has steadily expanded its retail presence.

A pop-up where local shoppers can test products and experience the brand’s world can help convert online awareness into offline sales. It will also be worth watching how Torriden’s product strength combines with Goodai Global’s international distribution and operating experience.

What the Torriden Omotesando Pop-Up Means for the Brand

The Torriden Omotesando pop-up is less a starting point for the brand in Japan than a move to deepen the customer experience on top of an already established distribution base.

By connecting retail, spatial design, hands-on activities, games, and exclusive merchandise into one journey, Torriden is communicating its renewed identity beyond the products themselves. Since the event follows Goodai Global’s minority investment, the pace at which Torriden expands offline consumer touchpoints in Japan and other markets will be closely watched.

Frequently Asked Questions

When does the Torriden Omotesando pop-up end?

It is scheduled to run through September 27, 2026. Opening hours are 11:00 a.m. to 8:00 p.m., and the venue is expected to remain open every day during the event period.

Can I enter without a reservation?

No. Admission is free, but advance reservations are mandatory, and walk-ins are not accepted.

Did Goodai Global acquire Torriden?

No. Goodai Global made a strategic minority investment rather than acquiring management control. Torriden will retain its independent management structure and brand identity.

Is this Torriden’s first pop-up in Japan?

No. Torriden held its first standalone pop-up in Japan in Harajuku, Tokyo, in October 2025. The Omotesando event is its first pop-up since the brand renewal.