Powder Room to Host "K-Beauty FAN-MEET UP in KOREA" for Japanese Consumers

Powder Room, a leading beauty platform in Korea, announced on June 13th that it will host the offline beauty event "K-Beauty FAN-MEET UP in KOREA" at its headquarters in Gangnam-gu, Seoul, targeting Japanese consumers.

This event is a global fan community program designed to allow Korean beauty brands and Japanese consumers to meet directly, experience products, and interact.

Amidst the continuously growing interest in K-beauty among Japanese consumers in recent years, the need to experience brands' worldviews and new products firsthand, beyond just purchasing them, is also expanding. In response to this trend, Powder Room planned this event to create substantial touchpoints with brands for Japanese consumers visiting Korea and Japanese residents in Korea.

AMUSE and VIDIVICI, representative K-beauty brands, will participate in the event. Both brands plan to introduce their products directly through brand representatives, allowing participants to freely experience them.

At this fan meetup, AMUSE's "Airy Pore Cover Cushion" and VIDIVICI's "Black Perfection Cover Fit Cushion" will be featured as main products. Additionally, a lineup of over four products, including new releases from each brand, is scheduled to be unveiled.

Participants will have the opportunity to experience upcoming and newly launched products early, and receive direct explanations from brand representatives about the background of product development and usage methods.

This event is more than just a product experience. Through various programs including brand introduction sessions, product demonstrations, Q&A, and venue-exclusive events, it is structured to allow participants to gain a deeper understanding of the brands and communicate directly.

Furthermore, experiences at the venue are expected to naturally spread through participants' posts on social media and communities, further expanding touchpoints between brands and Japanese consumers.

This event, in particular, is a valuable opportunity for brands to confirm the reactions and opinions of their actual target consumers on-site, as Japanese consumers will be participating directly. It is anticipated to be a venue for gaining various consumer insights, such as product usage experiences, preferred features, and purchase intentions.

A Powder Room representative commented, "The 'K-Beauty FAN-MEET UP in KOREA' was planned to allow Japanese consumers to experience and interact with Korean brands more closely. We expect it to be a meaningful occasion not only for experiencing new products from AMUSE and VIDIVICI early but also for direct connections between brands and consumers."

They further stated, "Powder Room plans to continuously expand touchpoints connecting Korean beauty brands with overseas consumers through diverse global programs that span both online and offline channels."