VIDIVICI Accelerates Expansion into Japan with First Official Pop-up Store in Tokyo

First Offline Event in Japan After Rebranding

Pop-up Store Open in Harajuku from April 2 to 13

VIDIVICI, the total beauty brand under Shinsegae International, has opened its first official pop-up store in Tokyo, Japan, marking a strategic move to target the Japanese market.

The company announced on April 2 that VIDIVICI will operate the pop-up store for 11 days in Harajuku, Tokyo, until April 13. This is the first official offline project in Japan following the brand's recent rebranding.

This pop-up store is part of the '1% Select Store' event hosted by Korean MCN company Leferi, where only brands selected through a comprehensive evaluation of brand power, product quality, social media influence, and global growth potential are allowed to participate. VIDIVICI was chosen as one of the participating brands and also received the 'KYEA (Korea YouTuber's Excellence Awards)'. Through this, the brand has been recognized for its product competitiveness, brand influence, and global growth potential.

VIDIVICI Opens First Official Pop-Up in Harajuku, Tokyo

Recently, VIDIVICI underwent a rebranding centered on the concept of 'Skin Core Beauty', and reorganized its portfolio to focus on Olive Young, online channels, and global markets. As a result, the brand is experiencing rapid growth both in Korea and Japan. In Korea, the number of Olive Young stores featuring VIDIVICI’s base makeup products has expanded to over 500 locations, and after the rebranding, the brand recorded its highest-ever sales within Olive Young. Furthermore, as of the first quarter of this year, Olive Young sales increased by over 600% year-on-year, continuing a steep growth trend.

In Japan, products such as cushions and BB creams have gained significant attention, resulting in first-quarter sales growing more than 60 times compared to the previous year, and brand demand has surged. With this Tokyo pop-up as a starting point, the company plans to strategically expand its offline distribution channels, focusing on major Japanese variety shops.

VIDIVICI plans to leverage this pop-up store to further raise brand awareness in Japan and actively increase engagement with local customers. In particular, the company aims to make this year a turning point for global business expansion, strengthening its distribution network and marketing in key overseas markets, including Japan, to secure momentum for further brand growth.

A representative from Shinsegae International’s VIDIVICI stated, "Japan is an important market with a high level of interest in K-beauty. Through this Tokyo pop-up store, we plan to directly introduce Japanese customers to VIDIVICI's product excellence and brand philosophy, and further strengthen our competitiveness as a global makeup brand."

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