Kohei Ogawa Expands His Storybook Universe With ‘Green Cow Garden’ Pop-up in Hong Kong

Hong Kong’s BELOWGROUND at LANDMARK is hosting an exclusive pop-up event from August 15 - 31 with Japanese artist and illustrator Kohei Ogawa. Presented by HOW2WORK CTC and organized by regional collectible distributor SAKA SAKA, the Green Cow Garden Pop-Up Store serves as both an immersive gallery and a curated retail space. Bringing Ogawa’s beloved, idyllic universe to life, the two-week event merges original artwork, limited-edition vinyl figures, lifestyle goods and trading cards into a cohesive exhibition experience. Anchored by a 1.4-meter BG Bear statue serving as the installation's visual centerpiece, the venue extends Ogawa’s signature soft, storybook aesthetics directly into the space.

The main highlight of the showcase is Ogawa’s debut in the trading card game (TCG) space: the global launch of the HOW2WORK CTC Green Cow Series 1. Translating his character illustrations into archival formats, the series comprises 137 distinct card designs spanning Normal, Rare, Parallel Rare and Secret rarities, alongside randomly inserted hand-drawn sketch cards and on-card autographed UR cards. To commemorate the milestone, a range of event-exclusive merchandise is available, led by the BG Bear Collector’s Set.

Ahead of the opening, Hypebeast caught up with Kohei Ogawa to discuss the worldbuilding behind Green Cow Garden, transitioning his artwork from canvas and soft vinyl to collectible cards.

Welcome back to Hong Kong! What story are you telling this time with your takeover at BELOWGROUND?

Kohei Ogama: This time, we’re introducing collectible trading cards featuring a whole host of characters from my Green Cow Garden universe. I really just want people to get to know them and discover all the different characters I've built out over the years.

Can you tell us about the concept of the Green Cow pop-up and its universe?

The main idea behind this pop-up is really to introduce the world of Green Cow Garden to everyone. Because I’ve accumulated a large archive of work, turning those pieces into collectible cards felt like a natural next step. The lore itself is set in an old, abandoned human town located near a city. Once the humans left, animals began gathering there, eventually settling down and building a thriving community of their own.

” I really want my art to reach a broader audience.”

This event marks the global debut for your HOW2WORK trading cards. What made you want to translate your artwork into a collectible card format for the first time?

Looking ahead, I really want my art to reach a broader audience. Up until now, I’ve mostly worked within the realms of canvas painting, soft vinyl, and art toys. Stepping into card collecting allows me to engage with a completely different culture and share my work with an entirely new crowd.

You also collaborated with Grading Eleven Authentication (GEA) on custom Art Slabs with exclusive promo cards. How do you view the relationship between contemporary character art, long-term preservation, and modern card grading culture?

Honestly, I don't overthink that side of things — I wouldn't even know where to start! [Laughs] I prefer focusing strictly on making the art and leaving all the technical grading and preservation details to the team at GEA.

Do you have a personal relationship with trading cards from growing up?

Hardly any, though I do remember collecting Gundam cards and Bikkuriman stickers back in elementary school. As an adult, my focus shifted toward collecting soft vinyl toys. But while preparing for this card launch, I got curious and went out to look at modern trading cards... only to realize how crazy expensive they've become! [Laughs] I even tried picking up some of this year's limited FamilyMart Pokémon card packs, but they were completely sold out.

Trading cards are inherently social. How does it feel knowing your art is becoming an interactive, shared experience for fans?

It's a wonderful feeling to be part of that culture. I just hope fans feel free to enjoy the cards, trade them with friends, and interact with the work. If my art can hold that kind of value and meaning for people, that makes me genuinely happy.

”I hope visitors leave feeling happy—thinking to themselves, “That was fun,” or walking away with a new favorite character.”

What are a few of your personal favorite highlights from this pop-up?

I'm particularly fond of how the trading card box design and the Art Slab set turned out. The production quality came through so nicely across the board. I also love the tote bag—the print captures the texture of my original artwork really well, even if the colors ended up looking just a tiny bit lighter than expected!

When visitors walk out of this pop-up, what feeling or impression do you hope they take home?

Above all, I hope visitors leave feeling happy — thinking to themselves, "That was fun," or walking away with a new favorite character. If this pop-up helps people discover something fresh about my universe, I couldn't ask for more.

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