‘K-Onni Recommended’: A Curated Selection for Japanese Tastes
This pop-up introduces a special ‘K-Onni Recommended’ curation, featuring items that have already garnered significant acclaim in Korea. The selection is meticulously designed based on operational data from the first half of the year, focusing on:
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Popularity trends across product categories
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Consumer sensitivity to texture and feel
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Key decision factors influencing purchases
This approach ensures that the strengths of each participating brand are effectively communicated. The current curation includes four brands: ETNNA, VIDIVICI, NAMING, and Velvet Bunny, offering Japanese consumers a direct opportunity to experience a diverse range of K-Beauty products.
Seamless Offline-Online Integration for the Year-End Season
Timed with Japan’s peak shopping season from year-end to New Year, the pop-up leverages growing offline purchasing intent with a multi-channel strategy. PowderRoom aims to naturally extend the in-store experience to its app, Instagram, and X (formerly Twitter). This synergy is designed to maximize:
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Brand recognition for participating brands
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Acquisition of new fans
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Long-term exposure driven by reviews and searches
Japanese beauty influencers collaborating with PowderRoom will also visit the store during the event. Beyond mere content creation, they will conduct in-depth research, gathering insights on how Japanese users perceive K-Beauty, what textures they seek, and what ultimately drives their purchasing decisions. The feedback and conversations from these on-site interactions will inform the creation of review content, with the data utilized for refining future curations and brand proposals.
Strategic Location in Bustling Shinjuku
The Ainz & Tulpe Shinjuku store, situated in one of Japan’s largest commercial districts, sees an average of over 3.6 million daily commuters. This prime location is expected to yield substantial results through offline exposure, including expanded brand awareness for K-Beauty brands, creation of new customer touchpoints, and enhanced brand trust within the Japanese market.
A representative from PowderRoom commented on the initiative, stating, “The positive reactions from Japanese users during our first pop-up naturally led to this second event.” They further elaborated, “While each brand has unique goals in the Japanese market, this project was designed to meet their shared need to build trust through direct, in-person experiences. We anticipate that the synergy between the year-end shopping season and widespread review generation will help participating brands establish a stronger presence in the Japanese market.”
Moving forward, PowderRoom intends to continue its role as a key cross-border platform connecting the Korean and Japanese beauty markets. The platform will consistently roll out curation programs and online/offline projects that allow consumers to directly experience and engage with the latest K-Beauty trends.
