About
KIRSH is a street brand developed by Highlight Brands, a company led by CEO Lee Joon-kwon. The brand recently completed a successful pop-up shop in Osaka, Japan, in collaboration with Sanrio's Hello Kitty, attracting over 5,000 visitors. This pop-up store, themed "KIRSH Girl's Dress Room," showcased a collaborative collection featuring KIRSH's signature cherry motif combined with Hello Kitty imagery. The event's success, coupled with the increase in LINE friend registrations and Instagram followers, demonstrates KIRSH's growing popularity in the Japanese market. Highlight Brands, aiming to further solidify KIRSH's presence in Japan, plans to open more pop-up stores in major commercial areas and continue collaborations with prominent brands to connect with Japanese consumers more effectively. Highlight Brands established a Japanese subsidiary in May of the previous year and opened a flagship store in Tokyo the month prior to the Osaka pop-up, demonstrating its commitment to international expansion and the Japanese market.