Nous Inc., whose representative is hair and makeup artist Hiro Odagiri, held the pop-up event "THE TAG MARKET -Recommendations Come with Love Exhibition-" for eight days from Saturday, August 22 to Saturday, August 29, 2026, at "+Base 0" on the 2F and 3F of NEWoMan TAKANAWA South, TAKANAWA GATEWAY CITY, Takanawa, Tokyo.
The event closed on Saturday, August 29, and the organizers announced that the total number of visitors during the event exceeded 20,000. In addition to items from 51 brands carefully selected by Hiro Odagiri, "recommendations" that go beyond beauty, such as music, books, food, fragrance and words, were presented.
The venue featured a total of 10 stage events with Hiro Odagiri and collaboration projects with brands, and the event drew a big response, with many posts about the venue and from visitors on social media.
Over 20,000 visitors in 8 days, offering encounters with things you love that go beyond beauty
"THE TAG MARKET -Recommendations Come with Love Exhibition-" was held under the concept: "Every recommendation has a story. A moment you fell in love. A warmth that makes you want to hand it to someone."
It was a pop-up event featuring items carefully selected by Hiro Odagiri based on his own sensibility, along with content that enriches daily life.
A gathering of diverse brands and content
A total of 51 brands gathered at the venue, and nine pieces of content were prepared that let visitors experience Hiro Odagiri's eye for beauty, which extends beyond the genre of beauty. Visitors reportedly enjoyed experiencing "recommendations" from many angles: not only picking up items, but also listening to music, choosing books, and savoring fragrance and food.
During the event, talk shows and makeup shows with Hiro Odagiri and guests were also held. Through interaction with visitors, the feelings behind the act of "recommending what you love to someone" were conveyed.
It was announced that visitors posted comments on social media such as "It is full of Hiro Odagiri's favorite things" and "I came across things I never knew about." Over the eight days, the event became a place where each visitor found something new to love.
Stage events with a diverse lineup of guests
At the special stage titled "Hare no Ma," a total of 10 stage events were held, including fan events, talk shows and makeup shows.
Through talks by Hiro Odagiri and guests, as well as programs related to beauty and lifestyle, special moments unique to the venue were offered.
The main stages held were as follows.
Saturday, August 22: ELLE x Hiroko Odagiri talk show (guests: Asako Matsui, Shohei Yogi)
Sunday, August 23: SHISEIDO collaboration talk show (guest: Miho Matsumura)
Monday, August 24: Hiro-sensei's School of Skin and Beauty
Wednesday, August 26: NewsPicks x Hiro Odagiri talk show (guest: Kei Tanaka)
Friday, August 28: Hiro Odagiri with CHANEL BEAUTY makeup show
Experience Hiro Odagiri's eye for beauty through nine pieces of content
The venue was organized into nine pieces of content in total, letting visitors experience Hiro Odagiri's "recommendations" from many angles, including beauty, music, books, fragrance, food and words.
At the core, "BEAUTY SELECTION | Favorites," items from 48 brands that Hiro Odagiri is passionate about were displayed together. At the adjoining "THE TAG SHOP | Selected Goods," some of the displayed items and event-original goods, including new products, were sold.
In addition, in "SOUND MOMENT | Messages in Sound," a collaboration with J-WAVE (81.3FM), a playlist selected by Hiro Odagiri was presented. In "READING EDIT | Signposts in Words," a collaboration with BUNKITSU TOKYO, books selected by Hiro Odagiri were displayed.
In "SCENT LAB by OSAJI kako (Ieka) | Scent Blending," a collaboration with OSAJI kako, a custom fragrance experience was offered. At "HIRO'S BEAUTY ONE-BITE PLATE | A Plate of Beauty," visitors reportedly experienced a one-bite dish expressing Hiro Odagiri's beauty habits on a single plate.
Also featured were "WORDS OF BEAUTY | Words of Beauty," where visitors could find words that gently encourage them; "HIRO'S VOICE GUIDE | Bookmarks in Voice," which traces the background of the exhibits and content in Hiro Odagiri's voice; and "THE TAG WALL | Tying Feelings Together," a participatory piece where visitors tie tags on which they have written their feelings to create a single work. The entire venue was organized so that visitors could experience Hiro Odagiri's eye for beauty from many angles.
A message from Hiro Odagiri and outlook for the future
Expressing his gratitude to visitors, Hiro Odagiri commented: "THE TAG MARKET this time was a place where I gathered, in various forms, not only beauty but also words, music, books, fragrance, food and everything else that has moved me in my daily life and that I wanted to recommend."
He also shared his outlook for the future: "What I felt strongly over these eight days is that beauty is not something special, but exists everywhere in our everyday lives. I believe that in Japan, too, there is still much beauty to be newly discovered in craftsmanship, culture, words, sensibility and daily life. I want to find that beauty, convey its appeal through my own perspective and words, and bring Japanese beauty to the world even more. Now that THE TAG MARKET has ended, that feeling is much stronger than before."
Profile of Hiro Odagiri
Hiro Odagiri works in hair and makeup mainly for magazines and advertising, and is also active broadly as an advisor and director for cosmetics brands, in media appearances and in books. With his extensive beauty knowledge and field experience, he is known for the strong trust of actresses and models.
His YouTube channel "HIRO BEAUTY CHANNEL" is a beauty channel with 1.73 million subscribers. Supported for practical, reproducible makeup techniques and words that stay close to viewers, he has created a cosmetics buying movement called "Hiro-gai" and influences consumer trends in the beauty market.
In 2025, he is also planning to expand into real events, starting with "ENERGETIC MONSTER HIRO ODAGIRI BEAUTY SELECTED POPUP" in Tokyo and Osaka, and is said to be promoting community building across digital and real. He focuses on efforts to reinterpret delicate Japanese techniques and aesthetics in a modern way and connect the value of J-beauty to today's market, and his total social media followers exceed 4 million.
For event details, please visit the official website below.
THE TAG MARKET official website
