K-beauty emerges as new gateway to Korean culture in Japan

K-beauty, the trend of Korean skincare and makeup products, is becoming a way for Japanese people to explore Korean culture, according to Missha Japan CEO Kang In-gyu. Speaking at the Global K Zone event in Tokyo's Korean Cultural Center, Kang noted that the role of Korean cosmetics in Japan has shifted dramatically over the past two decades.

When Missha entered the Japanese market in 2006, these products were seen as budget-friendly options compared to Japanese brands. Nowadays, they are recognized as emblematic of Korean culture. Initially, Japanese consumers often encountered K-beauty during visits to Korea. The growth of Korean films and television series has increased awareness of these beauty products, featured prominently on screen.

Positive word-of-mouth about high-quality ingredients has further propelled K-beauty's popularity, making it a mainstream force in Japan's cosmetics market. As attitudes towards K-beauty have evolved, cosmetics have emerged as a novel avenue for experiencing Korean culture in Japan.