Monday, May 20, 2024

Corporate News

Amuse advances to Japan’s Don Quixote with K-goods

Kirakira Donki Yokohama branch opened on the 23rd


Naver's beauty brand Amuse is entering the Japanese goods market.


AMUSE is a strategy to target Japanese consumers with unique goods inspired by cosmetics.


The company is partnering with Japanese distributor Pan Pacific International to introduce goods for the Japanese market. Pan Pacific is the company that operates Don Quijote in Japan.


Amuse goods will be sold at Kirakira Donki, a store specializing in Generation Z. Starting with Kirakira Donki Yokohama World Porters branch on the 23rd, it will expand to 130 locations.


Items available include ‘Kirakira Amuse’ pouches and bags. Amuse’s emotional design and colors were applied.


Kirakira Donki targeted consumers in their teens and early 20s. The main items handled are beauty, snacks, and goods. ‘Kirakira’ (キラキラ) means ‘glittering shape’. It means selling ‘a product that is valuable to you.’


Amuse said, “The goods sold at Kirakira Donki focus on the mood of Japanese consumers. “We created fun goods that feel good just by looking at them.”


Amuse is focusing on the Japanese market. Recently, a pop-up store was opened at Shibuya Loft in Tokyo, Japan. Japan-limited products were introduced and experience events were held. △ Gel Fit Tint △ Dew Power Cushion △ Eye Color Palette △ Ceramic Skin Perfector Cushion were popular.


Last year, Amuse held the 'AMUSE IN TOKYO' pop-up event with brand model Jang Won-young. We are promoting our products by expanding online and offline linked events.


Seungmin Lee, CEO of Amuse, said, “Beauty goods are expanding from pouches and hand mirrors to daily necessities. “We will suggest a healthy lifestyle through Kirakira goods prepared with Don Quixote.”