Experience the Heart of K-Beauty: ‘SEOUL IN THE LOFT by AMOREPACIFIC’
A groundbreaking pop-up event, “SEOUL IN THE LOFT by AMOREPACIFIC,” is set to transform Shibuya Loft and Ginza Loft into a vibrant tapestry of Seoul’s bustling streets. From April 18 to May 12, 2026, visitors can immerse themselves in the dynamic world of K-Beauty, presented by Amorepacific Japan, a leading force in the Korean cosmetics industry.
The event creates an atmosphere reminiscent of a journey through Seoul, with brand booths designed to mimic the city’s iconic shops—from modern clinics and cozy cafes to lively schools and bustling supermarkets. This immersive setting allows guests to explore a diverse range of products from 10 prominent brands, including AESTURA, LANEIGE, INNISFREE, ETUDE, primera, espoir, HERA (Shibuya Loft only until May 6), PUZZLEWOOD, HANYUL, and ILLIYOON.
Exclusive Experiences and Limited-Edition Treasures Await
Beyond just shopping, the pop-up offers unique interactive experiences and special purchase benefits:
-
Original A4 Tote Bag + Brand Icon Stickers: Receive these gifts with purchases of 2,200 yen (tax included) or more. This offer is available at all 11 participating Loft stores, including Shibuya and Ginza Loft, from April 18 to May 29, 2026.
-
Custom Original Goods Experience: Spend 4,400 yen (tax included) or more to participate in a hands-on customization workshop. Choose your favorite patches and have them ironed onto a pouch, drawstring bag, or luggage tag to create a unique souvenir. This experience runs on weekends and holidays from April 18 to May 10, 2026.
-
Roulette Event for Popular Cosmetics: At Shibuya Loft only, with purchases of 5,500 yen (tax included) or more, challenge a roulette game for a chance to win coveted K-Beauty items. This exciting event is scheduled for April 29, and May 2-6, 2026.
Visitors to Shibuya Loft and Ginza Loft will also find exclusive limited-edition items:
-
LANEIGE Ready To Go Kit (5,170 yen, tax included): A special kit featuring popular LANEIGE skincare essentials in an original trunk pouch, perfect for travel.
-
INNISFREE Green Tea Ceramide Milk Essence Toner Sheet Mask Set (2,970 yen, tax included): High-adherence sheet masks enriched with Green Tea Ceramide Milk Essence Toner, designed to deliver deep, luxurious hydration for supple skin.
-
primera Niacinamide Watery Cream Cushion SPF35/PA++ (3,300 yen, tax included): A serum-infused cushion foundation with 70% skincare ingredients, including Niacinamide and CICA, for a natural, radiant finish even on sensitive skin.
-
ETUDE Fruity Lip & Cheek Balm Fig Set (1,870 yen, tax included): A delightful set for achieving a joyful makeup look with glossy, rosy hues.
-
espoir W Fixing Color Set (1,650 yen, tax included): A limited-edition set featuring a new product designed for effortless, sophisticated eyebrow makeup with a single stroke.
-
HERA Black Cushion Foundation Purchase Bonus: Exclusively at Shibuya Loft, customers purchasing the HERA Black Cushion Foundation (15g, full size) will receive a dedicated pouch.
Live from Shibuya: An Instagram Journey with Rainbow Ikeda
To celebrate the event, comedian and beauty enthusiast Rainbow Ikeda will host a special Instagram Live broadcast directly from Shibuya Loft. On April 19, 2026, at 9:30 PM JST, Ikeda-san will guide viewers through the Seoul-themed event space, introducing his favorite items and recommended cosmetics. Fans of K-beauty and comedy alike will surely be tuning in to catch Ikeda-san’s enthusiastic recommendations and experience the event’s vibrant atmosphere in real-time. Tune in via Amorepacific Japan’s official Instagram: @amorepacific_jp.
This immersive event not only offers a chance to explore the latest K-Beauty innovations but also deepens the cultural bridge between Seoul and Tokyo, promising an exciting future for cross-cultural beauty trends and the continued global growth of K-Beauty within the broader Kawaii culture abroad.
