#Japan #Tokyo #KOSE #Shopify #muw maze

Kose's Innovative Step: Launching 'muw maze'

On October 6, Kose Corporation unveiled its new D2C platform, 'muw maze', harnessing Shopify to drive creative and engaging nail sticker products. The platform focuses on collaborating with artists and character brands, making it tailor-made for fans of the burgeoning 'oshi-katsu' culture in Japan, which allows fans to express their beloved characters through nail art.

The inaugural collection features beloved Disney characters and the exciting 'member colors' line, where fans can celebrate their favorite idol group members through vibrant designs. This strategic move reflects Kose's commitment to tapping into the ever-growing demand for personalized beauty products that resonate with fans’ passions.

Kose's launch of a dedicated nail product platform is a pioneering step for the company, aimed at expanding the 'oshi nail' trend. The platform operates independently from the company's primary e-commerce infrastructure, led by a small, dedicated team responsible for its development on Shopify. The platform's quick launch is thanks to Shopify's comprehensive features and a rich suite of applications, enabling flexible scalability and an infrastructure designed for global outreach.

Mitsuo Baba, Country Manager of Shopify Japan, expressed pride in Kose's choice of Shopify for this venture. He stated, "Kose stands as a global representative of Japan. We are honored they chose Shopify for this new challenge. This project exemplifies how speed, flexibility, and global responsiveness make Shopify an optimal choice for brands, regardless of size."

Currently operating in 67 countries and regions, Kose aims to deepen its bonds with fandom communities both domestically and internationally through 'muw maze'. Given the global interest in Japanese content and IP, they also have future international expansion in their sights.

Nao Ishizuka, a representative from Kose, remarked on the appeal of Shopify, stating, "As new businesses gain momentum in Japan, Shopify's ability to facilitate rapid launch and stable operations post-launch is incredibly attractive. At 'muw maze', our theme is 'hosting your favorites at your fingertips', and we plan to roll out various nail art collaborations with different content. We hope to enhance the enjoyment of oshi-katsu and oshi-nail for a broader audience."

Since its opening on October 6, 2025, 'muw maze' has been accessible to users in Japan, showcasing a promising stride towards innovative beauty experiences. The official website can be found at muwmaze.com.

About Shopify

Shopify is a world-class commerce platform that provides essential services for commerce, enabling entrepreneurs and companies of all sizes to launch, market, grow, and manage their retail operations from one platform. Operating in over 175 countries, Shopify is committed to delivering a superior commerce experience to all, emphasizing speed, reliability, and security. They cater to a myriad of brands within Japan, including DAISO, Seikatsu no Ki, Allbirds, and many more. More details can be found at shopify.com/jp.