Mizuno opens first South-east Asia concept store at Kallang Wave Mall

A little part of Japan's famed Shibuya shopping district is nestled inside Kallang Wave Mall, as Japanese sports brand Mizuno opened its first concept store in South-east Asia - and its fourth branded outlet in Singapore - at the new shopping centre on Thursday.

Inspired by the traditional Kimono house and making use of wood and traditional handmade paper, the store incorporates strong Japanese nuances from store layout to window display, aiming to give customers the experience of shopping in the heart of Tokyo.

Founded by two brothers in Osaka in 1906, Mizuno is looking for a bigger imprint in the US$75 billion global athletic footwear market, and has recently set up its regional base in Singapore. It sponsors the national volleyball and squash teams, and provides footwear to the national rugby team and selected national footballers like Al-Qaasimy Rahman and Delwinder Singh.

Mizuno Singapore president Kiyoshi Tatani said: "Japanese products are known for their strong engineering, craftsmanship and good quality. We want to further build our brand in the region and provide affordable and quality products to not only the elite but also the sports enthusiast."