South Korea’s fashion trio - Matin Kim, Marithé François Girbaud, and Mardi Mercredi - known collectively known as the “3Ma” brands, are seeing a surge in popularity among Gen Z shoppers in Japan, sparking long queues and booming sales at their newly opened stores in Tokyo.

During a visit to the Marithé flagship store in Harajuku on May 10th, 2025, 22-year-old Takahashi Sae shared her enthusiasm: “It is a famous brand in Korea. I saw Korean celebrities wearing the company’s clothes on social media, and Japanese influencers I follow are also wearing them these days.” After purchasing a signature Marithé logo T-shirt with a friend, she snapped a photo in front of the store as a keepsake. The shop drew far larger crowds than neighboring stores, with lines stretching around the block - despite it being only the second weekend since opening.

The 3Ma brands have enjoyed explosive growth among Korea’s MZ generation (millennials and Gen Z) since 2023 and have now expanded their presence into Japan’s competitive fashion market. Matin Kim, operated by fashion platform Hagohaus, opened its Tokyo location at Miyashita Park on April 24th in partnership with Musinsa Global. Just two days later, Marithé, whose Asian rights are held by Korean fashion company LAYER, launched its own standalone store in Harajuku. The Tokyo trio was completed by Mardi, which opened its Daikanyama store in June 2024.

All three brands triggered so-called “open-run” crowds at their launches - a phenomenon where customers line up early and rush in as soon as the doors open. Matin Kim saw lines stretching beyond the Miyashita Park mall, with daily sales exceeding 40 million won ($28,780). It surpassed its weekly revenue target within just two days and attracted over 16,000 cumulative visitors by the first week of May 2025, averaging more than 1,000 per day.

Marithé experienced a similar frenzy. Long lines wrapped around the building throughout its opening weekend, helping the brand generate 200 million won in just two days, and daily sales remained above 30 million won into early May.

Mardi has also seen rising popularity in Japan. After opening its first Tokyo store last June, the brand marked another milestone in March 2025 by joining Japan’s largest fashion platform, ZOZOTOWN. Mardi posted about 15 billion won in sales in Japan in 2024 alone.

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