Global Economic Times

K-Consumables Pop-up Strategy Targets Central Japan Distribution Hub, K-Beauty Popularity Spreading: KO YONG-CHUL Reporter / Updated : 2025-12-16 02:47:44

The Korea Trade-Investment Promotion Agency (KOTRA, President Kang Kyeong-seong) held the "Directly Experiencing K-Beauty Sales Promotion" from December 4th to 13th at Lalaport Togo, a representative shopping mall in Aichi Prefecture, Japan. Over 1,500 Japanese consumers participated in the pop-up store during the event period, experiencing Korean consumer products.

K-consumables companies in various fields, including cosmetics, household goods, and fashion, participated in this sales promotion. CENQUR, a specialized Japanese consumer product distribution company, and local experts ultimately selected 13 companies out of the applicants based on Japanese consumer preferences and trends. Through the export consultation held to select participating companies for the sales promotion, an export agreement of $65,000 (approximately 95 million Korean Won) was concluded, and more than half of the imported volume was sold on-site.

Lalaport, along with Aeon, is a major complex shopping mall chain representing Japan, offering a family-friendly shopping space that combines fashion, entertainment, and F&B. Recently, Lalaport stores across Japan have been expanding the operation of K-consumables pop-up stores, leveraging the spread of the Korean Wave.

The reactions from participating companies and consumers were also positive. An export representative from company M, a cosmetics manufacturer that participated in the sales promotion, stated, "We confirmed that consumers in the central region of Japan particularly emphasize functionality and ingredient transparency." A female consumer in her 40s who visited from Nagoya City commented, "My trust in the product increased after hearing the ingredient explanation and trying the samples."

According to the Korea Customs Service, exports of cosmetics to Japan reached $820 million by the third quarter of this year, a 10.3% increase compared to the same period last year, marking the largest performance ever based on the combined export value for the first three quarters. According to the Japan Cosmetics Importers Association (CIAJ), K-Beauty has maintained the top share of the Japanese imported cosmetics market since 2022, surpassing France, which had held the number one spot since the 2000s.

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