#Japan #Tokyo #Korean Brands #OXO Project #MYRÓA

OXO Project: Connecting Korean Wellness and Beauty Brands to Japan

In a celebration of Korean beauty and wellness, the OXO Project, organized by IROA, took place in the heart of Tokyo's Omotesando district from August 7 to 9, 2026. Over the course of three days, approximately 3,000 attendees explored the vibrant world of wellness and beauty, including more than 50 media representatives and over 200 influencers from various sectors such as retail and distribution.

The event featured a comprehensive lineup of wellness and beauty brands from South Korea, showcasing a wide array of products from skincare, body care, and hair care to activewear, fitness gear, and healthy food and drinks. The innovative pop-up aimed to immerse visitors in a holistic experience where they could not only see and test products but also engage in activities that reflect a healthy lifestyle.

A Multi-Faceted Wellness Experience

Starting a day before the pop-up, IROA organized wellness classes using the MYRÓA yoga mats and activewear. Visitors participated in mat classes that emphasized movement and self-care. Running from August 6 through 9, these classes were designed to connect yoga practices with the products displayed, allowing participants to physically engage with their wellbeing while discovering how products fit seamlessly into everyday life.

After each class, attendees enjoyed an energy recharge with refreshments, including famous Korean toast from ISAAC TOAST and herbal teas from ONEUN. This thoughtful combination of physical activity and healthy eating not only fostered participant interaction but also highlighted the significance of nutrition in wellness.

Additionally, a noteworthy feature of the OXO Project was the introduction of the SNPE self-conditioning class—a first for Japan. This unique offering allowed visitors to experience the brand’s methodologies through movement, emphasizing how physical wellness can improve one's overall health.

Run and Refresh: Community Engagement through Active Events

Collaborating with FMC STUDIO, a running community, the OXO Project held interactive running events on August 7 and 8. Participants gathered at the pop-up location and ran through the scenic Omotesando area. Upon returning, they enjoyed delightful refreshments including ice cream from yoajung and teas from ONEUN, as well as an active booster from the upcoming inner-beauty brand, Bugiyounghwa. This post-run recovery experience integrated product exploration with a real-life exercise context, enabling attendees to envision how and when to incorporate the showcased brands into their routines.

Showcasing the Essence of Korean Beauty and Wellness

The event highlighted numerous notable brands, each bringing a rich narrative and design philosophy to the table. Among the featured brands was OYOT, a vegan skincare line that advocates for a unique “tea ceremony” approach to self-care, encouraging deep reflection. Nutseline and diachic showcased innovative self-care products, while ARWE focused on luxurious body care experiences that turn daily routines into wellness rituals.

The collaboration didn’t stop at products; OXO Project also integrated beauty services by partnering with Korean dental and aesthetic clinics. This collaboration provided visitors insights into aesthetic treatments available in Korea, enriching the overall wellness experience beyond products.

IROA: Bridging Korean and Japanese Wellness Cultures

Founded with the mission to connect the wellness and beauty scenes of Korea and Japan, IROA is at the forefront of curating engaging experiences like OXO Project. The company not only organizes pop-up events but also supports international brands by facilitating their introduction into Japanese markets.

As OXO Project wraps up, it stands as a testament to the growing engagement between Korean wellness cultures and the Japanese market, looking ahead to further connections between innovative products and experiences. With plans for future events, IROA remains committed to nurturing a thriving community around wellness and beauty.

For More Information

For inquiries about IROA and the OXO Project, please contact
IROA Public Relations Department
Email: [email protected]
Follow the OXO Project on Instagram for updates.

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