IROA's OXO Project pop-up was held in Tokyo's Omotesando district for 3 days from 7 to 9 August 2026, bringing together Korean wellness and beauty brands for experiential activities and sales.
The event was held at a venue in Omotesando, with Korean brands across a wide range of categories, from skincare and body care to activewear, food and drinks. Participating brands included OYOT, nutseline, diachic, ARWE, SNPE, EXOPROXYL, hersteller and sohme, while SOHME unveiled its first offline experience in Japan.
In the wellness category, MYRÓA's yoga mats and activewear and Bugiyounghwa's inner-beauty products were showcased, with numerous wellness and beauty experience booths set up at the venue. The food and drinks category featured yoajung, ISAAC TOAST and ONEUN, giving visitors the opportunity to enjoy demonstrations, tastings and samplings.
Ahead of the event, starting on 6 August, MYRÓA classes, Pilates and SNPE's first class in Japan were held as advance events. On 7 and 8 August, programs around Omotesando were also offered in partnership with the running community FMC STUDIO. Attendance was reported at approximately 3,000, with visitors introduced to a diverse range of Korean brands and beauty and dental services.