Inside the Seoul Flagship Where Dahyun, Sooyoung, and Lee Dong-wook Go Shopping

One of Japan’s most beloved lifestyle select shops, Bshop, has officially landed in Seoul. On May 23, the brand opened its first-ever international flagship store in Hannam-dong, marking the beginning of its global expansion — and it’s already becoming a new celebrity-favorite spot.

To celebrate the launch, Bshop held a pre-opening event on May 22 that drew a stylish crowd from Korea’s fashion and lifestyle scene — including none other than actor Lee Dong-wook, actress Choi Soo-young, and TWICE’s Dahyun. Each star showed off their take on Bshop’s signature concept: “Everyday Classic.”

Lee Dong-wook paired an embroidered work jacket with a striped tee from French marinewear brand ORCIVAL, giving classic sailor vibes a modern twist. Choi Soo-young layered a DANTON work jacket over a feminine dress and carried a sleek BRADY bag, while Dahyun styled a cropped cardigan with a knit skirt, effortlessly chic with a hint of playfulness.

Founded in Kobe in 1992, Bshop now runs 43 stores across Japan. Known for mixing traditional design with modern heritage aesthetics, the brand chose Seoul as the starting point of its international journey in celebration of its 31st anniversary.

The Hannam flagship is Bshop’s largest store yet, designed by renowned Kyoto-based firm Kooo Architects. The two-story space blends Japanese minimalism with raw textures, hand-finished details, and thoughtful lighting to express the brand’s core identity — Everyday Classic.

On the first floor, British lifestyle brand Labour and Wait sets the tone with a curated collection of timeless items. Upstairs, a wide balcony and full-glass façade let in natural light, connecting the space with Hannam’s vibrant street life — creating a serene shopping hideaway in the middle of the city.

Alongside staple brands like DANTON, ORCIVAL, BRADY, GYMPHLEX, and Labour and Wait, Bshop also showcases a rotating selection of fashion and lifestyle goods curated from both Japan and Korea. The goal? To deliver what the brand calls “the best kind of ordinary” — items that transcend trends and stay relevant for years.

To mark the grand opening, Bshop also launched a special campaign themed “From KOBE to KOREA.” Shot against port city backdrops, the visuals connect Bshop’s roots in Kobe with its new home in Seoul — blending two lifestyles through classic items like sailor shirts and striped pieces.

With its new Seoul flagship, Bshop is set to become a must-visit destination for fashion lovers, design enthusiasts, and yes — even K-celebs.

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