[Yahoo! Shopping] Enhancing the "Korean Cosmetics" Sector with the Launch of "YafuSho K-Cos Mall," a Dedicated Marketplace

From July 6th to July 12th, a limited-time "Honki-wari" campaign will offer coupons of up to 50% OFF on Korean cosmetics.

"YafuSho K-Cos Mall": https://shopping.yahoo.co.jp/promotion/event/k-cosmetics/

LINE Yahoo Corporation (hereinafter, LINE Yahoo) announced today the launch of "YafuSho K-Cos Mall," a new dedicated marketplace for Korean cosmetics (hereinafter, K-cos), as part of its strategy to strengthen its presence in this sector on "Yahoo! Shopping."

"YafuSho K-Cos Mall" is a special page established within "Yahoo! Shopping." It features not only a search function for K-cos products but also a page dedicated to directly imported genuine products and recommended product lists for users new to K-cos, all presented in an easy-to-understand format.

Furthermore, K-cos products from reputable stores that meet multiple criteria, such as operational scale, system, and sales performance, will be marked with the "YafuSho Certified K-Cos" icon, enabling anyone to search and purchase with ease and comfort.

In recent years, the import value of cosmetics from Asian regions has seen significant growth. Imports from South Korea, in particular, have surged, becoming the largest in 2022 and onwards (*1), indicating a rising demand for Korean cosmetics in Japan. "Yahoo! Shopping" has also observed a growth trend in the transaction volume of Korean cosmetics.

However, internal surveys revealed that a considerable number of users express concerns and uncertainties, such as "hesitation to purchase due to uncertainty about product authenticity."

*1: Japan Cosmetic Industry Association, Cosmetic Statistics https://www.jcia.org/user/statistics/trade (external site)

Against this backdrop, "YafuSho K-Cos Mall" has been launched to allow more users to purchase K-cos products that suit them with greater peace of mind.

On "YafuSho K-Cos Mall," which launched today, K-cos products from reputable stores that meet multiple criteria set by "Yahoo! Shopping"—including operational scale, system, sales performance, and availability of official information—will be awarded the "YafuSho Certified K-Cos" icon.

In preparation for this launch, "Yahoo! Shopping" collaborated with the BEENOS group, a wholly-owned subsidiary of LINE Yahoo specializing in cross-border e-commerce, to significantly expand the range of K-cos products. BEENOS has opened a store on "Yahoo! Shopping" under the name "Kokoi," directly importing and selling genuine K-cos products from South Korea, allowing users to easily purchase authentic K-cos from the local market through "Kokoi."

Additionally, products featured on "YafuSho K-Cos Mall" support generative AI functions such as chat-based search and "AI Omakase Comparison" (*2), which allows users to compare multiple products based on arbitrary conditions like "skin compatibility" or "value for money."

Moving forward, the service is planned to be expanded with content that clearly explains the features and benefits of K-cos, making it a more accessible and regularly used service for both existing K-cos users and those who have yet to try them.

Products on "YafuSho K-Cos Mall" are also eligible for "Yahoo! Shopping" campaigns and coupons, allowing users to make purchases at great value through regular promotions such as daily 5% discounts and Bonus Store Plus.

Furthermore, to commemorate today's launch, two major campaigns ("Honki-wari" and "Gachi-wari") will be held to enable users to purchase K-cos at attractive prices.

About "Honki-wari"

Overview: A campaign linked with "Super PayPay Festival," offering coupons of up to 50% OFF for use when conditions are met.

Period: July 6, 2026 (Mon) 12:00 PM - July 12, 2026 (Sun) 1:59 AM

* For details, please visit the following page:

https://shopping.yahoo.co.jp/promotion/event/k-cosmetics

About "Gachi-wari"

Overview: A campaign linked with "Baku-gai WEEK" (planned), offering coupons of up to 30% OFF for use when conditions are met.

Period: July 29, 2026 (Wed) 12:00 PM - August 3, 2026 (Mon) 12:00 AM

* For details, please visit the following page:

https://shopping.yahoo.co.jp/promotion/campaign/guide/

"Yahoo! Shopping," with its vision to "fill Japan with 'I'm glad I bought it,'" will continue to implement campaigns and initiatives that allow users to "buy what they want at a great price," thereby realizing a highly satisfying shopping experience.

*2: Yahoo! Shopping launches new feature "AI Omakase Comparison" where AI automatically compares multiple products and suggests the optimal one https://www.lycorp.co.jp/ja/news/release/020421/

* Some products are not eligible for this feature.

* The LINE Yahoo Common User Agreement (https://www.lycorp.co.jp/ja/company/terms/) applies. Furthermore, LINE Yahoo does not guarantee the reliability, accuracy, completeness, validity, etc., of results generated by generative AI.

* This feature uses OpenAI's API.