Once Called the 'Graveyard of Korean Products,' Now a Must-Have for Japanese High School Girls [Report]

Tokyo (Japan) – Lee Jeong-hwa reporting"I have sensitive skin, so I always check the ingredients carefully. Korean products are so soothing that I keep using them," said Ms. Fukunaga, 24, an office worker encountered at the Loft store in Shibuya, Tokyo, a hotspot for young consumers and tourists.
Ms. Fukunaga added, "I've been using the Korean skincare brand Anua for three years. These days, young people in Japan check cosmetic ingredients before buying. Many of my friends also use K-beauty products."
A Loft employee noted, "Whenever we hold a K-beauty promotion, sales noticeably increase, and even on regular days, these products sell steadily. Ingredient-focused brands like Anua and d'Alba, which emphasize soothing and moisturizing, are especially popular." At the K-beauty display, foreign tourists were seen closely examining Anua face masks, while Japanese men compared products from Torriden and AESTURA. Elsewhere, a white woman alternated between reading ingredient lists on mask packs as she made her selection. Most shoppers, even when encountering unfamiliar brands, carefully checked the packaging and product labels.
K-beauty is solidifying its presence in the Japanese market—once dubbed the 'graveyard of Korean products'—by prioritizing functionality and ingredients in its product strategy. Brands that grew online in Korea and opened flagship stores in Seongsu-dong to expand their brand experience are now reinforcing their 'brand identity' in Japan by opening offline stores in central Tokyo.
According to the Japan Imported Cosmetics Association, K-beauty held a 32.6% share of the Japanese imported cosmetics market in the first quarter of this year, maintaining the top spot for 12 consecutive quarters. Imports from Korea reached 36.04 billion yen (about 347.1 billion won), up 22.9% year-on-year, growing more than twice as fast as the overall cosmetics import market (110.48 billion yen, +10.3%). K-beauty achieved a 44.3% share in skincare and base makeup, and 48% in color makeup, showing balanced growth across categories.

Shin-Ōkubo, a multicultural district where K-content and beauty brands coexist, has become a 'testbed' for K-beauty brands. Diverse color options, stylish packaging, and unique brand identities distinguish these brands from Japanese local competitors, winning over local consumers. Thanks to the accessibility of this Koreatown and the viral power of social media, the Dasique store, which opened last August, is packed with young female customers every weekend. The nearby fwee store also draws crowds of Japanese MZ generation shoppers. A high school girl at the fwee Tokyo Ajit store said, "fwee is hugely popular among teenagers. I love the cute packaging and wide range of colors." Another shopper explained, "I first discovered the brand on social media. The variety of cases makes it popular. When new products launch, I either visit the store in person or buy from Qoo10."

Not only indie brands but also major beauty companies are accelerating their strategies to capture the Japanese market. LG Household & Health Care is focusing on brands like VDL and CNP Laboratory, utilizing both online (Qoo10, Rakuten, Amazon) and offline channels, and expanding local collaborations and influencer partnerships. CNP Laboratory has strengthened its lineup with Polydeoxyribonucleotide (PDRN) and Niacinamide to meet Japanese consumer preferences. The company is also pursuing 'evidence-based marketing,' providing detailed clinical data to cater to local consumers who meticulously review product descriptions and reviews.
An industry insider commented, "Japan is a market where the 'ingredient and functionality' of K-beauty brands are continually verified, and product-driven consumption is becoming the norm. Korean companies are expanding their brand experience through offline flagships and broadening their touchpoints with local consumers."
clean@fnnews.com Lee Jeong-hwa Reporter