The NIGO-led label returns for a third collaboration with the convenience-store chain, this time redesigning one of Japan’s most recognizable instant foods.
The BTS-backed Korean food and drink brand arrives in Japanese konbini after a quick rise at Walmart in the United States.
A three-day pop-up borrows one of Japan’s most familiar retail formats — and deliberately makes it less convenient.
Twenty items from Korean convenience-store brand youus are now available at Don Quijote stores across Japan, including ramen, snacks and pouch drinks.