Korean Cosmetics Association in Japan: 'Gaining Popularity of Korean Cosmetics in Japan': Exploring Opportunities for Cooperation and Growth
The 'K-Beauty & Korean Wave Lecture' held in Sendai on July 1, 2025, commemorating the 60th anniversary of normalized diplomatic relations between Korea and Japan, provided an opportunity to reaffirm the status of K-Beauty in Japan. The association currently operates approximately 50 stores across Japan, establishing itself as a key player in the distribution of Korean cosmetics.
History and Current Status of the Association
The Korean Cosmetics Association in Japan was founded in 2022 in response to the growing demand for Korean cosmetics in Japan. It consists of around 50 member companies, primarily importers and distributors, which are widely distributed among major distribution companies in various regions of Japan.
"After the pandemic, many people in Japan have taken an interest in K-Beauty. As a result, our association's membership has been steadily increasing."
The association also plays a mediating role to resolve claims or conflicts that may arise in the distribution process. Additionally, it seeks mutual growth through information exchange among members, ensuring the dissemination of distribution-related knowledge and building a trust-based distribution ecosystem.
Past Events and Achievements
In 2023, the association held a large-scale Korean cosmetics exhibition at Ilsan KINTEX, with the majority of member companies participating. This event functioned as a competition to showcase products suitable for the Japanese market. The association plans to collaborate with various local governments in Korea to regularly hold such exhibitions in the future.
Furthermore, an association official mentioned the possibility of jointly organizing similar events if a new overseas Korean Cosmetics Association is established. This aims to not only enhance the distribution structure but also expand the scope of international cooperation.
Strategy and Future Plans in Japan
Chairman Kwon Yong-su shifted the distribution focus from single-brand to multi-brand after entering Japan in 2011, aligning with the diversification of consumer demand. Currently, he operates directly managed stores around Shinokubo, Tokyo, securing a key position as a Korean Wave cultural hub.
This area experiences a steady influx of customers even at noon on weekdays, and on weekends or holidays, movement becomes difficult due to the crowds. In such an environment, requests to expand franchises are increasing, and among the 50 stores expanded nationwide, about 30 are directly managed.
Chairman Kwon oversees the overseas supply of products through companies based in Korea, and he plans to expand further into markets like Madrid, Spain, through partnerships. This strategic planning considers local circumstances and conditions, including labor costs and working environments.
"Cosmetics are an IT industry. It's impossible to keep up with trends using the traditional management mindset."
Innovations in management approaches are also taking place. Marking the 10th anniversary of co-founding a local Japanese company in 2013, he has delegated major responsibilities to employees, stepping back from decision-making to focus on learning data-driven management and new industry trends.
In Conclusion
The Korean Cosmetics Association in Japan is not only promoting the spread of K-Beauty in Japan but also serving as a private diplomacy channel to enhance cultural exchanges between Korea and Japan. The accumulated experience and strategic distribution expansion rooted in local contexts, along with a flexible management philosophy that adapts to changing industry environments, are driving forces that contribute to the association's sustainability.
YURICO5 provides practical and reliable cosmetic solutions, supporting the international advancement of the Korean cosmetics industry. For more information or partnership inquiries, please contact YURICO5 at here.
