An event space for Gen Z, who seek individuality that will flatter them, has opened in the women's clothing department on the third floor of Hankyu Umeda Main Store. This new sales floor is where buyers, primarily from Gen Z, work with followers who share the same values and hobbies to select only the things and experiences they truly want. We view all information on social media as fashion, and offer a wide range of products, including apparel, accessories, lifestyle goods, and food, based on a specific theme.

https://youtu.be/xx4XU87px44
■The store is named "Something Good Studio" because it conveys the feeling that "something good is likely to happen" and "you'll find something good there."
"Something Good" is a phrase used when you hope something good happens, or when you want to go somewhere that feels good. Aiming to be a place that gives Gen Z the feeling that "something good is sure to happen if I go there!", the buyer himself designed the logo with the desire to create encounters with wonderful things, spaces, and people, while cherishing the free sensibilities that make people intuitively think something is good. The logo design was created by Redfish, a Gen Z illustrator who graduated from art university this year. The design was selected from three candidates through voting by followers and users on the sales floor.


■Buyers are young employees, mainly in their third year at Hankyu
With the aim of creating a sales floor that makes customers want to become fans of the buyers and visit them in person, employees with unique hobbies and lifestyles are selected through an internal open recruitment process. They share their daily lives and interests on their official Instagram account, "＠hankyu_sgs," and YouTube channel, "HANKYU Something Good Studio," forming a community. They propose people, things, and experiences found based on the interests of the buyer generation to their followers, Generation Z.

Mizuki: I like collecting plants, interior design, and Chinese food. @mizu024
Yui: A Korean girl who loves cafes. She also does Pilates on her days off. @yyuiom_
Nami: A gaming nerd who loves fashion and DIY. @nami_its
Kumiko: Loves Korean food and beauty products. In charge of the official sales account. @hankyu_sgs
■From Wednesday, March 31st to Tuesday, April 13th, "Manga Creation" will introduce anime worldviews and creators that Gen Z finds new.
○ "We Are the Heroines" Wednesday, March 31st to Tuesday, April 6th
Illustrator Nui was asked to create what buyers imagine heroines from 1980 to 2000 to be. Items that stir the senses will be introduced based on the image of each heroine. Appearing will be "berin," a brand produced by Gen Z influencer Rina Kawasaki, and "Rose thorns," a brand produced by Sorappe, as well as "FUIUCHI," an accessory brand that aims to help girls "unexpectedly" be cute; "theVirgins," which creates its own worldview from design to photo shoot; and "Senba MIYABI," a fruit sandwich specialty store.


(From left) Coquettish girly, energetic girl power, genderless diversity
"berin" clothing 14,080 yen etc.
"Rose thoms" earrings 3,500 yen, dress 16,500 yen *Image is for illustrative purposes only
FUIUCHI" Heart Earrings 2,860 yen Heroine Earrings 2,750 yen
Senba MIYABI Fruit Sandwich
The Virgins" Apparel ¥17,600


Click here for company press release details