News that Laneige's sales in Asian markets, including Japan, increased by 15% compared to the same period last year

It makes me feel good to see the news that Laneige's sales in Asian markets, including Japan, increased by 15% compared to the same period last year. I was particularly impressed that it maintained its position in the Top 10 on China's Tmall for two consecutive years as the only Korean beauty brand. Seeing that it swept the Best Cosmetics awards in Japan and achieved great results on Amazon Prime Day, it seems like it has truly become a brand with a distinct global presence.

I also noticed that analysts cited the marketing and pop-up stores featuring BTS's Jin as success factors. I thought Kim Seok-jin's signature clean and sophisticated image really suited the Laneige brand vibe, and seeing it actually lead to such good results makes me feel proud.

It was even more welcome news for me because I also became interested in Laneige because of Seokjin.