Korean beauty and fashion brands are stepping up their efforts to penetrate the Japanese market. Notably, they are opening a series of pop-up stores in the heart of Tokyo, becoming "hot spots" for the local MZ generation. With the Japanese market emerging as a key growth engine amid a stagnant domestic market, companies are focusing on expanding customer touchpoints through pop-ups and officially pursuing both online and offline expansion.
Amorepacific's global beauty brand, Laneige, is generating excitement among the local MZ generation by operating a pop-up store featuring BTS's Jin in Shibuya starting this past May 17th. Amorepacific is also aiming to increase its brand recognition in Japan through the renewal of Innisfree, the launch of new brands like Hera and Aestura, and collaborations with popular local characters such as Sanrio.
LG Household & Health Care also successfully concluded its VDL pop-up store last month and is accelerating its Japanese business, recording significant sales growth at the Qoo10 Megawari event. In particular, the acquisition of the color cosmetics brand 'Hince' is expected to strengthen its position in the Japanese market.
In the fashion sector, K-brands are also making remarkable strides. Matin Kim recorded 600 million won in sales at a pop-up store in Hankyu Umeda Department Store in Osaka this past January, attracting over 1,300 visitors daily. Musinsa, since establishing its Japanese overseas subsidiary in 2021, has been introducing Korean designer brands through local pop-up stores and online channels.
Notably, Musinsa Global Store's transaction volume in Japan for the first quarter of 2025 increased by 114% compared to the previous year, and Matin Kim's sales more than tripled. Musinsa plans to open multiple Musinsa Stores and Musinsa Standard offline stores in Japan, signaling aggressive investment in the Japanese market. Shinsegae Department Store is also gauging market reaction by introducing emerging Korean designer brands to major Japanese department stores through 'Shinsegae Hyperground.'
The reason pop-up stores are being actively utilized as a key strategy for entering the Japanese market is due to their low cost burden and high social media ripple effect. By offering trendy interiors and experiential spaces for a short period, brands can quickly raise their awareness among the younger generation.
The Japanese MZ generation highly values cost-effectiveness and unique product experiences, and they are actively involved in spreading trends through social media. Domestic and international fashion and beauty companies are expected to continue their growth in the Japanese market by reflecting these local consumer characteristics and strengthening direct customer communication through pop-up stores.
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