Shinsegae International's Amuse to Open Store in Bangkok... Signs Exclusive Deal with Thailand's Central Group

First Official Store Opens at CentralWorld, Bangkok's Prime Shopping District
Large-Scale Pop-Up Store to Run for Three Days, May 15-17

Shinsegae International's beauty brand Amuse is partnering with Thailand's largest distribution group to enter CentralWorld, a prime commercial district in Bangkok.

Amuse Korea announced that on May 1, it signed an exclusive retail agreement with Thailand's leading distributor, Central Group, and will open its first official store at the CentralWorld shopping mall in Bangkok on May 12.

CentralWorld is a landmark shopping center in Thailand, where global luxury and trendy brands are concentrated. Located at the heart of Bangkok, which attracts both local consumers and global tourists, it will serve as a strategic base for Amuse's expansion into the Southeast Asian market.

Panoramic view of CentralWorld in Thailand. Shinsegae International

Following the official store opening, Amuse will host a large-scale pop-up store, 'AMUSE in Bangkok', on the first floor of CentralWorld from May 15 to 17, aiming to promote the brand. The pop-up will focus on Amuse's signature products, 'Jelly Fit Gloss' and 'Dew Tint', offering visitors a hands-on experience of the brand's unique and playful atmosphere.

The pop-up store will be divided into various experiential zones, including Today's Highlight, Amuse Best, and Lifestyle. Visitors can naturally try out products and participate in mission-based activities as they explore the store. Customers who complete the missions will receive special gifts such as mini lip products.

On the opening day of the pop-up, Amuse's global ambassador, Jang Wonyoung, will visit the site and participate in the launch event. Over 100 guests—including representatives from 30 major Thai media outlets, beauty bloggers, influencers, and famous Thai celebrities—are expected to attend, maximizing local consumer interest. There will also be a K-beauty makeup demonstration by Amuse's exclusive makeup artist.

During the event, Amuse will conduct a large-scale advertising campaign using the LED media inside and outside the CentralWorld building. The strategy is to rapidly boost brand awareness and expand connections with global consumers in Bangkok's busiest commercial area.

Starting with its CentralWorld store, Amuse plans to expand into other major shopping malls and department stores operated by Central Group in the second half of the year.

The company's global expansion strategy, using Thailand as a bridgehead, will also be in full swing. This year, Amuse is working on entering 100 Mannings stores—the largest drugstore chain in Hong Kong and Macau—as well as 18 Matsumoto Kiyoshi stores and 6 Aeon stores. The brand also plans to aggressively increase its presence in Singapore, Malaysia, and Indonesia.

In the second half of the year, Amuse will pursue market entry in North America and Eastern European countries such as Russia and Poland. The goal is to broaden its reach beyond Asia to the Americas and Europe, establishing itself as a leading global K-beauty brand.

A spokesperson for Amuse Korea stated, "Thailand is a strategic market where both demand for K-beauty and the spread of trends are exceptionally fast. We aim to rapidly expand our core distribution network in Thailand and widen our business scope to North America and Eastern Europe, positioning ourselves as a global mega brand."

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