By Park Ji-won
Korean cosmetics firms are branching out into Hawaii, introducing their brands to reach a new market and find additional revenue sources.
They regard Hawaii, the world's most famous tourist attraction, as a test market to expand their business globally because the island attracts tourists from around the world.
Nature Republic, a cosmetic brand, opened its second cosmetic store on the first floor of the Ala Moana Center in Honolulu, Hawaii on Dec. 16, according to the firm. The center is the largest shopping mall in Hawaii with 42 million annual visitors.
"The Hawaii branch is important for us. It is a test bed to catch travelers and gather information of the U.S. market," Choi Yu-ri an official at Nature Republic said.
"We plan to open more stores next year in Hawaii."
Tonymoly, which operates two stores in Hawaii, plans to open its third branch in early 2014. It is also operating stores in New York, Virginia and Guam.
"There are many benefits supporting our overseas store expansion, especially in the U.S. market, in Hawaii. There are many Korean residents and tourists who have market power beyond country," spokeswoman Jang Ha-nee at Tonymoly said.
The Saem International, an independent brand under Hankook Cosmetics, also announced it would open a Hawaiian branch in early 2014, to target the American market.