#Japan #Tokyo #K-Beauty #VIDIVICI

VIDIVICI Ventures into Japan with First Pop-Up Store

VIDIVICI, a leading South Korean beauty brand known for its innovative products, is escalating its efforts to capture the Japanese market with the opening of its first official pop-up store in Harajuku, Tokyo. This pop-up will run for 11 days, from April 2 to April 13, and it marks a significant milestone as the brand's first offline project since its rebranding.

The pop-up is part of the “1% SELECT STORE” event hosted by Leferi, a South Korean MCN company. This event features a select group of brands evaluated on criteria such as brand strength, product quality, social media influence, and potential for global growth. VIDIVICI is honored to be among the chosen brands and has also recently won the “KYEA” award (Korea YouTuber’s Excellence Awards), a testament to its product competitiveness and brand impact.

The event is expected to attract over 350 influencers from both Japan and Korea, along with more than 50 media outlets. Through this event, VIDIVICI aims to swiftly enhance its brand recognition within the local market. The company's recent rebranding effort centered around the concept of 'Skin Core Beauty' has led to a portfolio realignment focusing primarily on Olive Young stores, online channels, and global markets, contributing to rapid growth in both Korea and Japan.

In Korea, the number of Olive Young stores carrying VIDIVICI products has expanded to over 500, achieving record sales since the rebranding. Notably, first-quarter sales for this year surged by over 600% compared to the same period last year. In Japan, products such as the cushion foundation and BB cream have gained significant popularity, with first-quarter sales skyrocketing over 60 times year-on-year, indicating a booming demand.

As part of its strategic expansion, VIDIVICI plans to utilize the Tokyo pop-up as a launchpad for expanding offline distribution channels, especially in major variety shops across Japan. A standout product, the “Black Perfection Cover Fit Cushion” (often referred to as the Black Cushion), has received the highest praise in both local and international markets, with sales increasing by approximately 300% since the rebranding. It also topped the “Mega Sale” category during a livestream event on the Japanese e-commerce platform Qoo10 in collaboration with renowned makeup artist Hiro Odagiri.

At the pop-up shop, the Black Cushion will be the central feature, alongside products such as the Tinted BB Cream, Cream Blush, and Butter Tint Balm, allowing visitors to experience and purchase these items directly. The brand muse, KAZUHA, will also be present to interact with fans, and there will be makeup demonstration programs conducted by the dedicated makeup artists. To further engage visitors, SNS events and novelty giveaways will be held, enhancing the experiential content of the event.

Looking ahead, VIDIVICI intends for this pop-up store to be the beginning of its efforts to broaden brand awareness and strengthen connections with local customers in Japan. The company regards this year as a pivotal moment for global business expansion, aiming to enhance its marketing and distribution networks in major overseas markets, including Japan, to maintain and accelerate brand growth momentum.

A representative from SHINSEGAE INTERNATIONAL INC., the parent company of VIDIVICI, remarked, “Japan is a vital market with a high interest in K-Beauty. Through this Tokyo pop-up store, we aim to communicate our product strength and brand philosophy directly to Japanese customers and further enhance our competitiveness as a global makeup brand.”

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