"K-Beauty Promotion in Japan" ... Olive Young Launches Japanese Service on Global Mall

The Second Target Country After the U.S.... Expanding the Export Base for Small and Medium Enterprises

[Asia Economy Reporter Jo In-kyung] CJ Olive Young announced on the 30th that it will introduce Japanese language services to its global mall targeting overseas consumers and promote Korean cosmetics. Considering the growth of 'K-Beauty' in Japan, the company plans to accelerate market penetration in Japan as the second market after the United States.

Olive Young launched the 'reverse direct purchase platform' global mall in June 2019, where Korean cosmetics can be purchased in over 150 countries overseas. It has gained explosive growth through word of mouth as a shopping mall selling high-quality, trendy K-Beauty cosmetics. In the first quarter of this year, global mall sales increased more than fivefold compared to the previous year, and membership, which was only 30,000 in the first year, has exceeded 200,000.

At the time of the global mall opening, Olive Young prioritized targeting the U.S. market, the world's largest cosmetics market, and focused on market development. Currently, sales in the North American market, including the U.S., account for about 80% of total sales.

As growth in the U.S. market stabilized, Olive Young turned its attention to Japan. According to the Korea Customs Service, last year, exports of domestic cosmetics to Japan recorded $549 million, a 58.7% increase compared to the previous year, showing a steep growth trend despite the still small scale.

Olive Young introduced Japanese language services to the global mall, which was previously operated only in English, to improve accessibility for local customers. As a result, Japanese consumers can now more easily access about 5,000 K-Beauty products listed on the global mall.

Previously, since 2019, Olive Young has been operating the official brand store 'Olive Young Store' on 'Rakuten,' Japan's number one e-commerce platform.

An Olive Young official said, "Although K-Beauty is rapidly growing in the Japanese market, there is still a lack of credible channels where various domestic cosmetics can be found." They added, "Through the global mall, we expect to effectively spread K-Beauty trends locally in Japan and expand exports of domestic small and medium-sized enterprises to Japan."

This content was produced with the assistance of AI translation services.