[talk] As expected, it seems great~

Amuse received online applications for participation prior to the opening of the pop-up store, and the 5,000-person capacity was filled in 3 minutes. Interest was high not only from general customers but also from the industry. Over 500 famous beauty influencers, buyers from over 30 cosmetics distributors, and 10 media outlets rushed to participate.

K-beauty is soaring in popularity in Japan. In particular, demand for already proven brands such as Amuse has skyrocketed among the younger generation of Korea. Local beauty platforms and various distributors who have clearly experienced the effects of K-beauty on attracting customers and increasing sales are each working hard to attract popular brands.

According to Shinsegae International, which operates Amuse, Amuse's sales in Japan in the first half of this year increased by 65% ​​compared to the same period last year. Amuse first began to gain word of mouth on major Japanese online platforms such as Qoo10 Japan and Rakuten last year, and in particular, it gained great popularity as consumers continued to give favorable reviews and recommendations for its flagship product, "Dew Tint."

In fact, the limited edition Hello Kitty collaboration released last August recorded the highest daily sales of all time on Qoo10 Japan and took first place in the overall rankings as soon as it was released.

Currently, Amuse is expanding its presence in various offline stores throughout Japan. It is continuously introducing specialized products targeting the Japanese market and is seeking to increase sales.

It’s not just Amuse. Various K-beauty brands are successfully establishing themselves in Japan. The industry believes that the popularity of K-beauty in Japan is not a ‘sparkling phenomenon’ but a ‘huge trend.’