Kolon Industries FnC’s men’s fashion brand Series has struck a major chord with male consumers through its bold collaboration with the iconic Japanese racing manga Initial D. Launched in late April, the collection has far exceeded expectations, capturing the attention—and wallets—of racing enthusiasts and fashion-forward customers alike.
On May 20, Kolon FnC revealed that the Initial D collaboration was the brand’s first in South Korea featuring the beloved manga series, which originally gained popularity in the 1990s and celebrates its 30th anniversary this year. The move successfully attracted a wave of new male customers, resonating with Initial D fans who have followed the franchise for decades.
The collaboration included items such as T-shirts emblazoned with the fictional racing team’s name, hats, and mugs that showcase key storylines from the manga. These products were carefully designed to reflect the essence of Initial D and deliver nostalgic value for longtime followers.
From May 9 to 18, Series hosted a 10-day immersive pop-up experience in Seongsu-dong, themed around vintage racing culture and emotional storytelling. A highlight for many visitors was the life-sized display of the main character’s actual car, the AE86 Trueno—also known as Fujiwara’s tofu delivery car—which created a buzzworthy photo zone drawing both devoted fans and general visitors.
The pop-up proved wildly successful. As word spread through online car and anime communities, attendance swelled, particularly on the final weekend. Over 2,500 people took part in weekend events, with some lining up in advance for an “open run” shopping experience.
Sales at the Seongsu pop-up surged past expectations, surpassing the initial target by 148%. Moreover, about 90% of all visitors made purchases, with 75% of them being customers in their 20s and 30s—demographics that are highly coveted in the fashion industry.
Due to the overwhelming response, Series announced the continuation of the pop-up concept at The Hyundai Seoul. Starting May 20 and running until June 1, fans can find the extended pop-up on the department store’s third floor, where additional content and merchandise will be introduced to expand the experience.
A spokesperson for Series commented, “We’ve shaped our content strategy around men’s lifestyle interests, and this collaboration with a racing manga like Initial D perfectly fits that approach. We’re thrilled to see such a strong reaction and will continue unveiling fresh concepts at The Hyundai Seoul.”
The collaboration not only celebrates a cultural milestone but also marks a bold and calculated move by Series to engage with a passionate customer base through pop culture, nostalgia, and lifestyle branding—all while setting new sales benchmarks for the brand.
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