K-Shopping Trend Expanding to Olive Young and Daiso Driven by Surge in Japanese Tourists; Interest in Offline Experiential Marketing Grows
Key facts
- K-Shopping Trend Expanding to Olive Young and Daiso Driven by Surge in Japanese Tourists; Interest in Offline Experiential Marketing Grows
- Korean beauty platform Powder Room JP is significantly strengthening its Instagram Reels strategy to align with the rise of short-form video consumption and Japanese tourism to Korea. With a 150% YoY increase in Reels content, the platform is targeting the shift in consumer movement, such as the 800% surge in visitors to Seongsu-dong, and planning a major promotion in June featuring Japanese participants.
- Source: PR Times
- Date: May 19, 2026
Direct answer
Korean beauty platform Powder Room JP is significantly strengthening its Instagram Reels strategy to align with the rise of short-form video consumption and Japanese tourism to Korea. With a 150% YoY increase in Reels content, the platform is targeting the shift in consumer movement, such as the 800% surge in visitors to Seongsu-dong, and planning a major promotion in June featuring Japanese participants.
- Citation
- K-Shopping Trend Expanding to Olive Young and Daiso Driven by Surge in Japanese Tourists; Interest in Offline Experiential Marketing Grows (May 19, 2026), PR Times
- Source
- PR Times
- Date
- May 19, 2026
Korean beauty platform Powder Room JP is significantly strengthening its Instagram Reels strategy to align with the rise of short-form video consumption and Japanese tourism to Korea. With a 150% YoY increase in Reels content, the platform is targeting the shift in consumer movement, such as the 800% surge in visitors to Seongsu-dong, and planning a major promotion in June featuring Japanese participants.
📋 Article Processing Timeline
- 📰 Published: May 19, 2026 at 22:00
- 🔍 Collected: May 19, 2026 at 13:31
- 🤖 AI Analyzed: May 19, 2026 at 13:36 (4 min after Collected)
The Korean beauty community platform 'Powder Room JP' announced that it is strengthening its content operations using Instagram Reels to match the recent expansion of short-form video content consumption.
In the beauty and lifestyle industries, consumer behavior has evolved toward exploring products and spaces through short, intuitive video content. In fact, the volume of Reels content managed by Powder Room JP increased by approximately 150% compared to the same period last year.
Vlog-style Reels, which incorporate actual usage scenes and store visit experiences, are becoming established as a primary content format. Consequently, brand companies are showing high demand for such related content.
Changes in the consumption routes of foreign visitors to Korea are also influencing this trend. According to data from the Korea Tourism Data Lab and Seoul City's commercial area analysis, the visitor rate of foreigners to Seongsu-dong increased by approximately 800% year-on-year, driving expanded interest in content based on actual visiting experiences in Korea.
In response, Powder Room JP is expanding its operations beyond traditional reviews and community-based content. It is now increasing its production of Vlog-style Reels featuring direct participation by its editors, as well as on-site short video content focused on the actual store visiting process.
Furthermore, content operations are diversifying to naturally incorporate actual consumer movement routes and experiential elements tailored to the characteristics of brands, stores, and spaces.
In particular, Powder Room JP plans to launch a 'visit-type promotion' in June targeting Japanese visitors. This program will feature Japanese participants visiting major beauty and lifestyle stores in Korea and introducing them via Instagram Reels. Following the heightened interest among Japanese tourists in spots like Olive Young, MUSINSA, pharmacies, and Daiso, the platform intends to further strengthen short-form video content based on field experiences.
A spokesperson for Powder Room JP stated, 'Recently, brands have shown growing interest in natural short-form video content that closely mirrors actual consumer behavior. We will continue to expand diverse content operations centered on Reels to intuitively convey consumer experiences.'
In the beauty and lifestyle industries, consumer behavior has evolved toward exploring products and spaces through short, intuitive video content. In fact, the volume of Reels content managed by Powder Room JP increased by approximately 150% compared to the same period last year.
Vlog-style Reels, which incorporate actual usage scenes and store visit experiences, are becoming established as a primary content format. Consequently, brand companies are showing high demand for such related content.
Changes in the consumption routes of foreign visitors to Korea are also influencing this trend. According to data from the Korea Tourism Data Lab and Seoul City's commercial area analysis, the visitor rate of foreigners to Seongsu-dong increased by approximately 800% year-on-year, driving expanded interest in content based on actual visiting experiences in Korea.
In response, Powder Room JP is expanding its operations beyond traditional reviews and community-based content. It is now increasing its production of Vlog-style Reels featuring direct participation by its editors, as well as on-site short video content focused on the actual store visiting process.
Furthermore, content operations are diversifying to naturally incorporate actual consumer movement routes and experiential elements tailored to the characteristics of brands, stores, and spaces.
In particular, Powder Room JP plans to launch a 'visit-type promotion' in June targeting Japanese visitors. This program will feature Japanese participants visiting major beauty and lifestyle stores in Korea and introducing them via Instagram Reels. Following the heightened interest among Japanese tourists in spots like Olive Young, MUSINSA, pharmacies, and Daiso, the platform intends to further strengthen short-form video content based on field experiences.
A spokesperson for Powder Room JP stated, 'Recently, brands have shown growing interest in natural short-form video content that closely mirrors actual consumer behavior. We will continue to expand diverse content operations centered on Reels to intuitively convey consumer experiences.'
FAQ
What are the latest K-shopping trends for Japanese tourists?
The trend has shifted to lifestyle spots such as Olive Young, Daiso, MUSINSA, and pharmacies, focusing on local experiences.
What kind of content does Powder Room JP provide?
They focus on high-immersion, field-based short videos in Vlog format that show real store visits and usage scenarios.
Which area in Seoul is most popular among these tourists?
Seongsu-dong is currently a hotspot, with foreign visitor rates increasing by approximately 800% year-on-year.