[HanCinema's News] South Korean Drama Popularity Spurts Cosmetics Boom in Japan

On February 24th the Korea Trade-Investment Promotion Agency (KOTRA) announced that the previous day, on February 23rd, they had opened a pop-up exhibition in the Marui Department Store of Shibuya district in Tokyo. The On/Offline K Style Store, as it is described, will remain in operation until March 28th. KOTRA claimed that the pop-up store's development was prompted by interest in South Korean cosmetics in Japan.

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KOTRA went on to claim that such growth had been encouraged by such cultural projects as "Crash Landing on You" and "Itaewon Class" among others. Purportedly South Korean goods connected to these dramas have been particularly popular among the 20/30 something demographic. In general South Korean cosmetics enjoyed a massive boost in the Japanese market over 2020, with an improvement of 57.1% compared to 2019.

Products from forty-three different vendors are available at the pop-up store. An experience center is offered on site, and the wares of the store are also available online. The On/Offline store concept is a new one being explored by KOTRA as it attempts to find new ways to do business in the era of COVID-19.

Written by William Schwartz