Founder / International Brand Development & Creative Strategy
Connecting creativity with markets and shaping cross-border opportunities for brands.
Profile
- Nationality: Hong Kong, China
- Languages: Cantonese, English, Japanese, Mandarin Chinese
- Based in: Tokyo & Hong Kong
Overview
Kan Kai Fung (Barry) is a Tokyo-based brand strategist and creative producer specializing in international brand development, Japan market entry, and creative direction.
With fashion at the core of his career, his work extends across art, craft, design, and culture, connecting independent international brands and creators with the Japanese market.
His expertise covers the entire process of entering and developing a brand in Japan — from market-entry strategy and localization to POP-UPs, exhibitions, retail development, sales, PR, and long-term brand building. His distinctive strength lies in combining both creative and commercial perspectives to build sustainable opportunities in new markets.
Education
Ritsumeikan Asia Pacific University
Asia Pacific Studies
Academy of Art University
Media Arts
Career
- UNDERXCORE LLC / Founder & CEO
- Pinnacle Creation Limited / Founder & CEO
- Galtiscopio Limited / Graphic & Web Designer
- Daishinsha Inc. / Graphic Designer
Barry began his career as a graphic designer at Daishinsha Inc. and Galtiscopio Limited. He subsequently expanded his expertise into marketing, brand development, and art direction.
He later established Smile Code, a platform dedicated to introducing international designers and brands to the Japanese market, developing it into a cross-border business connecting brands and creators with opportunities in Japan.
Today, as Founder & CEO of UNDERXCORE LLC, he leads a wide range of projects through Smile Code, including Japan market entry, POP-UP and event planning, retail development, brand strategy, and creative direction for international brands.
International Brand Development
For approximately a decade, Barry has been involved in international brand and creative projects, primarily between Japan and Hong Kong.
He has introduced brands and creators from Hong Kong, Taiwan, Thailand, China, Australia, France, and other markets to Japan across a wide range of categories, including fashion, accessories, bags, jewelry, art, craft, and lifestyle.
The Smile Code portfolio includes a diverse range of Asian brands, such as PabePabe and selfFab. from Hong Kong, W0dd Bangkok from Thailand, and RAXXY from China.
Rather than simply introducing brands to Japan, Barry approaches market development as an integrated process:
Market Entry → Localization → Retail → Communication → Long-term Development
Working closely with each brand, he develops strategies and market approaches tailored to the specific characteristics of the Japanese market.
Retail & Creative Projects
Barry has planned and managed POP-UPs, exhibitions, fashion events, and collaborations at department stores, commercial facilities, galleries, select shops, and other venues throughout Japan.
His project experience includes:
Shibuya PARCO / Seibu Shibuya / Hankyu Umeda / Aoyama Flower Market / Isetan Shinjuku / Laforet Harajuku / NEW ENERGY TOKYO / Shibuya Fashion Week
In addition to POP-UP projects at locations such as Shibuya PARCO, Isetan Shinjuku, Seibu Shibuya, and Laforet Harajuku, he has participated in exhibitions and fashion events including Shibuya Fashion Week and NEW ENERGY TOKYO.
His curatorial approach extends beyond fashion, bringing together diverse creative fields such as art, ceramics, jewelry, and lifestyle to create distinctive retail and cultural experiences.
Partners & Network
Through his international activities, Barry has developed an extensive network of commercial facilities, companies, industry organizations, and educational institutions in Japan and overseas.
Japan
Sogo & Seibu Co., Ltd. / PARCO Co., Ltd. / Hankyu Hanshin Department Stores, Inc. / PARK Corporation / Bunka Fashion College, among others
International
HKTDC Fashion Hong Kong / Fashion Farm Foundation / Fashionally / Thai DITP / Australian Fashion Council, among others
He has also been involved with international fashion and creative platforms such as CENTRESTAGE Hong Kong and NEW ENERGY TOKYO.
Speaking & Mentoring
Drawing on his experience in Japan market entry and international brand development, Barry is also committed to sharing his knowledge with the next generation of brands and designers.
In 2025, he participated in CENTRESTAGE Hong Kong as a guest speaker.
He continues to expand his advisory and mentoring activities, supporting international brands in areas including positioning in the Japanese market, brand storytelling, market-entry strategy, retail strategy, and business matching.
Current Focus
International Brand Development
Supporting international brands, designers, and artists in entering the Japanese market and building sustainable, long-term brand presence.
Creative & Retail Curation
Planning and curating cross-disciplinary POP-UPs, exhibitions, and retail experiences encompassing fashion, art, craft, and design.
Cross-cultural Platform Building
Creating platforms and communities where creators, brands, companies, places, and consumers can connect naturally across national and cultural boundaries.
Philosophy
To connect creativity born from different cultures with new markets, people, and communities.
Barry's goal is not simply to bring international brands into Japan. He seeks to communicate the culture, values, and stories behind each brand and, through that process, create lasting relationships and new value within new markets and communities.