SHIRO K11 Musea Opens in Hong Kong on Friday, 1st May — A Historic New Chapter for the Brand
SHIRO CO., LTD. opened its first Hong Kong store, “SHIRO K11 Musea,” on Friday, 1st May 2026. Over the opening two days — including the first day — queues reached a maximum wait of 1.5 hours, with sales totalling approximately 1 million HKD. We are deeply grateful to the people of Hong Kong for welcoming us with such enthusiasm, and our Hong Kong chapter has begun in the most vibrant of fashions.
- Over the opening weekend (two days), approximately 3,200 customers* visited the store and sales reached about 1 million HKD.
- "HANACHA", a Hong Kong-exclusive fragrance inspired by the city’s history and culture, sold approximately 1,100 units — instantly becoming a bestseller.
- “ZERO BLENDER LAB” — a one-of-a-kind craft experience exclusive to this location — welcomed 240 participants over two days, each leaving with their own original bespoke fragrance.
- Customers purchased an average of 3.3 products per visit, more than double the average at SHIRO’s stores in other countries — a result we receive with deep gratitude, recognising just how eagerly Hong Kong customers had been awaiting a SHIRO flagship.
*By footfall counter
Even before the store opened — while we were still in the midst of fitting out the space — many passers-by stopped to take an interest. On the day itself, customers began queuing approximately one hour before the scheduled opening time, and we opened our doors slightly ahead of schedule. From that moment, a continuous queue formed and never let up for the rest of the day. Wait times reached a maximum of approximately one and a half hours, and we extend our heartfelt thanks to everyone who waited so patiently.
Over the two days following the opening, a total of 3,200 customers visited SHIRO K11 Musea — 1.3 times the number who visited SHIRO Seongsu, our first Korean store, during its opening weekend in April last year. Sales over those two days reached approximately 1 million HKD, exactly double the figures recorded at the SHIRO Seongsu opening. Despite the considerable crowds, customers purchased an average of 3.3 products per visit — higher than at stores in any other country — and we were truly heartened to see so many customers taking their time to explore and enjoy the full breadth of what SHIRO has to offer.
Generating particular excitement is HANACHA (花茶) Eau de Parfum
A Hong Kong-exclusive fragrance created especially for this launch, born from our research into the history and culture of this remarkable city.
Inspired by HANACHA (花茶), an essential part of Hong Kong’s food culture, HANACHA Eau de Parfum is a refreshing, uplifting scent. Over two days at SHIRO K11 Musea, 1,100 units were sold. On the SHIRO Hong Kong ONLINE STORE — which launched ahead of the physical store — over 1,000 units were ordered within just three days.
While customers waited in the queue, we offered them the opportunity to try the scent of HANACHA. We created this fragrance by imagining the daily lives of people in Hong Kong — with a heartfelt wish that SHIRO might one day be a natural, cherished part of those lives. We are genuinely moved that so many people have fallen in love with it and chosen to take it home.
At the heart of SHIRO K11 Musea stands“ZERO BLENDER LAB”
A craft experience found nowhere else among SHIRO’s global stores. As part of SHIRO’s ongoing commitment to zero-waste creation — in both product development and store design — ZERO BLENDER LAB represents the next chapter in our approach to making. Here, customers can select from a range of fragrance materials that emerged during SHIRO’s product development process: experimental scents that never made it into a final product, and prototype materials created along the way. Combined with a choice of YUZU and YOMOGI distilled waters and three floral-infused alcohol bases, customers can blend these ingredients to their preferred intensity and create their very own bespoke fragrance mist.
Over the opening two days, 241 customers experienced ZERO BLENDER LAB — taking their time to trial and compare different scent combinations before creating something entirely their own. We are delighted to see so many people genuinely engaging with SHIRO’s authentic, hands-on approach to creation.
The fragrance materials available in ZERO BLENDER LAB are linked directly to ongoing product development at “MINNNANO-SUNAGAWA FACTORY” in Sunagawa, Hokkaido — SHIRO’s research and development base — and will be refreshed regularly. We hope the ever-changing lineup will become a reason for customers to return, again and again.
As we celebrate our first store opening in Hong Kong, one thing that fills us with particular joy is seeing the sheer variety of products that individual customers are choosing — and the number of items they are selecting. Alongside the Hong Kong-exclusive HANACHA Eau de Parfum and SHIRO’s beloved fragrance classics, many customers are also embracing our skincare range — products that draw out the pure power of natural ingredients — and our makeup collection, conceived through a skincare-first philosophy. We are deeply honoured that so many people are experiencing SHIRO’s approach to creation across such a wide range of our products.
SHIRO will continue to strive to bring joy — through our products and our in-store experiences — to customers in Hong Kong and around the world. We warmly invite you to visit SHIRO K11 Musea.
Shop Information
SHIRO K11 Musea
Address: B112A, B1, K11 MUSEA, Victoria Dockside, 18 Salisbury Road, Tsim Sha Tsui, Kowloon, Hong Kong
Opening Hours: 11:00 - 21:00
Available Products: Skincare, Makeup, and Fragrance.
Address: B112A, B1, K11 MUSEA, Victoria Dockside, 18 Salisbury Road, Tsim Sha Tsui, Kowloon, Hong Kong
Opening Hours: 11:00 - 21:00
Available Products: Skincare, Makeup, and Fragrance.
For floor maps and opening hours, please refer to the K11 MUSEA
Website: https://www.k11musea.com/
Website: https://www.k11musea.com/
