S.Korean cosmetics overtake French as top imports in Japan

The country’s beauty brand awareness skyrockets in Japan with K-pop craze, excellent quality, and good service for local consumers

Japanese consumers at Amorepacific Festival in Tokyo on July 3 (Courtesy of Twitter) 
Japanese consumers at Amorepacific Festival in Tokyo on July 3 (Courtesy of Twitter) 
Yeong-Hyu Jeong 1
2023-08-04 13:54:32 hugh@hankyung.com
Beauty & Cosmetics

South Korean cosmetics topped the Japanese import market for the first time in 2022, surpassing French brands, the Yomiuri Shimbun reported Thursday.

According to The Cosmetics Importers Association of Japan (CIAJ), Japan's imports of South Korean cosmetics (including perfumes and shampoos) reached ¥77.5 billion ($544 million) in 2022, exceeding those of France (¥76.4 billion).

French beauty products, propelled by luxury labels such as Chanel and Lancôme, had reigned over Japan's import market for close to three decades.

The trend reversal follows a rapid surge in South Korean imports, which has seen a six-fold increase over the last decade. Although South Korean cosmetics were once perceived as inferior in Japan, the popularity of BB cream around 2007 helped boost the reputation of South Korean beauty brands.

A surge in demand among young K-pop fans seeking the same cosmetics used by their favorite idols has further fueled the South Korean beauty trend.

"This boom in South Korean cosmetics is not a temporary phenomenon," a CIAJ representative commented.

Sales of South Korean cosmetics in Loft, a major Japanese general merchandise chain store, grew by 1.6 times between March and June this year, compared to the same period last year. Moreover, Japanese convenience store chain Lawson saw its stock of cosmetics developed with Korean beauty brand rom&nd sell out in just three days following their launch at the end of March.

The Yomiuri Shimbun attributed the rising popularity of Korean cosmetics to the Hallyu or Korean wave, reasonable price points, and the agility of South Korean firms in accommodating small-scale orders.

Write to Yeong-Hyu Jeong at hugh@hankyung.com
#South Korean cosmetics #Japanese import market #top #French brands #K-Pop #Hallyu

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