[VIDIVICI] Full-Scale Entry into the Japanese Market – First Official Pop-Up Opens in Harajuku, Tokyo

VIDIVICI, a total beauty brand from Shinsegae International in Korea, is making a full-scale entry into the Japanese market by opening its first official pop-up store in Tokyo, Japan.

VIDIVICI announced that it will operate a pop-up store in Harajuku, Tokyo, for 11 days from April 2 to 13. This will be the first official offline project implemented in Japan after the brand's rebranding.

This pop-up store is being held as part of the "1% SELECT STORE" event organized by the Korean MCN company Leferi. Only brands selected based on a comprehensive evaluation of their brand power, product quality, SNS influence, and global growth potential participate in this event. VIDIVICI was not only chosen as a participating brand but also received the "KYEA (Korea YouTuber’s Excellence Awards)," recognizing both its product competitiveness and brand influence, as well as its global growth potential.

More than 350 influencers from Japan and Korea, along with over 50 media outlets, are expected to participate in this event, through which VIDIVICI aims to rapidly increase its local brand awareness.

VIDIVICI recently underwent a rebranding with the concept of "Skin Core Beauty," reorganizing its portfolio around Olive Young, online channels, and global markets. As a result, it has shown rapid growth in Korea and Japan.

In Korea, the number of Olive Young stores carrying VIDIVICI's base makeup products has expanded to over 500, and after the rebranding, the brand recorded its highest sales ever. Furthermore, Olive Young sales in the first quarter of this year increased by over 600% compared to the same period last year, demonstrating rapid growth.

In Japan, cushion foundations and BB creams have become popular, leading to a rapid increase in brand demand, with sales in the first quarter of this year growing by approximately 60 times compared to the same period last year. In response, VIDIVICI plans to strategically expand its offline distribution channels, focusing on major Japanese variety stores, starting with this Tokyo pop-up.

In particular, the "Black Perfection Cover Fit Cushion" (commonly known as the Black Cushion) is the most highly acclaimed product domestically and internationally after the rebranding, driving brand growth with sales increasing by approximately 300% compared to before the rebranding. On the Japanese e-commerce platform Qoo10, it ranked first in the cushion category during the "Mega Discount" event through a live broadcast with makeup artist Hiro Odagiri.

This pop-up store will feature the Black Cushion as its central product to accelerate its penetration into the Japanese market. It will offer visitors the opportunity to experience and purchase the Black Cushion, along with Tinted BB Cream, Cream Blush, and Butter Tint Balm.

Additionally, brand muse KAZUHA will visit the venue to interact with fans, and a makeup demonstration program by an exclusive makeup artist will be held. SNS events and novelty gifts for visitors will also be prepared, enhancing the experiential content.

Starting with this pop-up store, VIDIVICI plans to expand brand awareness and strengthen contact points with local customers in the Japanese market. This year, in particular, is positioned as a turning point for global business expansion, with a strategy to secure brand growth momentum by strengthening distribution networks and marketing in key overseas markets, including Japan.

A VIDIVICI representative from Shinsegae International commented, "Japan is an important market with high interest in K-Beauty. Through this Tokyo pop-up store, we aim to directly convey VIDIVICI's product strength and brand philosophy to Japanese customers and further enhance our competitiveness as a global makeup brand."

Company Name: SHINSEGAE INTERNATIONAL INC.

URL:

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