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

K-beauty has become a new gateway for Japanese people to experience Korean culture, according to Missha Japan CEO Kang In-gyu. He made this observation at the Global K Zone event at the Korean Cultural Center in Tokyo. Kang highlighted the dramatic shift in the status of Korean cosmetics in Japan over the past two decades. When the company entered the Japanese market in 2006, Korean cosmetics were seen as budget-friendly alternatives to Japanese brands.

However, today, Korean cosmetics have become a symbol of Korean culture. In the past, Japanese consumers would often encounter K-beauty during their visits to Korea. With the rise in opportunities to watch Korean films and television dramas, they started paying attention to the beauty products showcased on screen. Positive word of mouth about products with high-quality ingredients further fueled their popularity, making K-beauty a mainstream force in Japan's cosmetics market.

As perceptions of K-beauty have evolved, cosmetics are emerging as a new avenue for experiencing Korean culture in Japan.