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K-beauty triumphs in Japan as Korean culture surges in popularity
Korean beauty brand Peripera's lip products are displayed in a drug store in Tokyo, Oct. 30. Korea Times Photo by Pyo Kyung-min
By Pyo Kyung-min
TOKYO, Japan — On Oct. 30, @cosme TOKYO, Japan's premier cosmetics and beauty platform located in the Harajuku shopping district of the Japanese capital, showcased top-selling cosmetics through a ranked display.
Notably, Korean cosmetics brand rom&nd's latest lip product, Glasting Melting Balm, secured second place in the Best Cosmetics Awards, an accolade presented by @cosme.
The popularity of Korean cosmetics in a Japanese store transcended categories, with diverse products, such as cushion foundations and sheet masks, earning places on the sales charts.
This trend was observable not only within specialized cosmetics stores, but also on the bustling streets of Tokyo, where Korean cosmetic brands are featured prominently.
At MEGA Don Quijote Shibuya Honten, an array of Korean brands, including Etude House, Peripera, Missha and Apieu, were readily available.
Even within a Lawson convenience store, rom&nd's export brand, &byromand, commanded a strong presence. The export brand is known to have made history in March as the inaugural Korean brand to secure shelf space in a Japanese convenience store.
In a video uploaded on Nov. 6, YouTuber Saerom Min, who is involved in developing rom&nd's products, asserted, "We successfully sold out a three-month inventory of 25 products from &byromand in just three days."
A20-year-old Korean college student and a cosmetics enthusiast also shared her experience during a visit to Fukuoka in August.
"I saw Korean makeup brands in almost every single drugstore I visited," she said.
"I assumed that Korea used to import Japanese products given their reputation for quality. However, it's remarkable to observe Korea transitioning into an exporter to Japan, emerging as a strong player in the Japanese market."
Products of the Korean beauty brand, &byromand, are displayed in a Lawson convenience store, Bunkyo, Tokyo, Oct. 30. The brand is an export-only and sister brand of the Korean cosmetics brand, rom&nd. Korea Times Photo by Pyo Kyung-min
Sales of Korean cosmetics in Japan are on a consistent upward trajectory.
During the first nine months of this year, the amount of Korean cosmetics exports to Japan reached $600.8 million, surpassing 80 percent of last year's annual total of $746 million.
Remarkably, the growth is underscored by the comparison to 2019, when Korean cosmetics exported to Japan amounted to $402 million.
A survey jointly conducted by the Japanese market research company, Japan Trend Research, and beauty media outlet, amy, also highlight the appeal of Korean cosmetics in the country.
The survey, conducted in January, revealed that one in every four Japanese women aged 40 or below were users of Korean cosmetics.
The motivations behind the usage of Korean cosmetics varied, with respondents citing reasons such as "Korea's keen sensitivity to beauty and trendsetting," "reasonable pricing for high-quality products" and "abundance of products featuring excellent color and quality."
Korean skincare products, ranging from sheet masks to cleansing oils and pads, are on display in MEGA Don Quijote Shibuya Honten, Tokyo, Oct. 30. Korea Times Photo by Pyo Kyung-min
Japan's Yomiuri Shimbun attributed the surge in popularity of Korean cosmetics in Japan to the broader influence of the Korean wave and the competitive pricing strategies employed by Korean beauty brands.
"With the rising popularity of Korean idols, young people began to buy K-beauty products on the grounds that they were affordable and used by their favorite idols," its article read.
Indeed, there were clear instances that products featured in Korean dramas experienced a swift surge in popularity.
A prime example is the Korean drama "Crash Landing on You," (2019) which attained widespread popularity in Japan. The Korean cosmetics brand Witch Factory, advertised in the drama, achieved significant success in the Japanese market.
Sales of Witch Factory products in Japan surged remarkably since 2019, coinciding with the airing of the drama, with an annual growth rate of 164.48 percent through 2022.
Commenting on their market approach, the company said in a release, "We established a Japanese corporation in October last year and are expanding sales outlets through strategic alliances with local offline leaders to fortify offline marketing."
Despite the evident popularity, some voices in Japan have expressed concerns regarding Korean cosmetics.
The Yomiuri Shimbun pointed out issues such as, "certain ingredients in Korean cosmetics lacking approval in Japan, creating complications when individuals import and resell products online," according to its article.
"There is also growing skepticism about the prevalence of misleading advertising associated with K-beauty products," it added.