[SHIRO] "SHIRO K11 Musea" Opens in Hong Kong on Friday, May 1st. A New Step in the Brand's History.
SHIRO opened a new store, "SHIRO K11 Musea," in Hong Kong on May 1st, achieving approximately 3,200 visitors and 20 million yen in sales within two days. The Hong Kong-exclusive fragrance "HANACHA" sold 1,100 bottles, and the "Zero Blender Lab," where customers can blend their own fragrances, was also well-received.
📋 Article Processing Timeline
- 📰 Published: May 8, 2026 at 05:30
- 🔍 Collected: May 7, 2026 at 21:02
- 🤖 AI Analyzed: May 7, 2026 at 21:36 (34 min after Collected)
■ Approximately 3,200 customers visited within two days of opening, with sales reaching approximately 20 million yen.
■ About 1,100 bottles of the limited-edition fragrance "HANACHA" Eau de Parfum, created by learning about Hong Kong's history and culture, were sold, quickly becoming a bestseller.
■ The "Zero Blender Lab," a special manufacturing experience unique to Hong Kong, was experienced by 240 people in two days. Customers took home their own original fragrances.
■ The average number of products purchased per customer was 3.3, more than double that of stores in other countries. We deeply appreciate and realize that Hong Kong customers had been eagerly awaiting SHIRO's directly managed store.
*Based on entrance counter data
Approximately 3,200 customers visited within two days of opening.
Even before the opening, while the store was still being built, many passersby showed interest. On the opening day, many customers lined up about an hour before the scheduled opening time, leading to an earlier opening. The queue continued uninterrupted throughout the day. The maximum waiting time was about an hour and a half. We sincerely thank all the customers who waited.
In the two days of the opening day and the following day, the number of visitors reached 3,200, which is 1.3 times the number of visitors to "SHIRO Seongsu," SHIRO's first store in Korea, which opened in April last year, during its first two days. Sales for the two days reached approximately 20 million yen, exactly double the performance of the Korean store's opening. Although the store was very crowded, the average number of products purchased per customer was 3.3, which is higher than in other countries, making us feel that customers enjoyed choosing various SHIRO products.
Limited-edition fragrance "HANACHA" born from learning about Hong Kong's history and culture.
The "HANACHA" (Flower Tea) Eau de Parfum, a Hong Kong-exclusive fragrance created based on insights from the region's history and culture for this expansion into Hong Kong, has been particularly popular.
The "HANACHA" Eau de Parfum, with its refreshing scent inspired by flower tea, an indispensable part of Hong Kong's food culture, sold 1,100 units at "SHIRO K11 Musea" in two days. It also received over 1,000 orders within three days at the SHIRO Hong Kong online store, which opened earlier.
While customers waited in long queues to enter the store, they were able to try the scent of "HANACHA." We are very pleased that many people liked and took home this fragrance, which we created with the thought of "what if SHIRO could be close to the lives of the people of Hong Kong."
"Zero Blender Lab," a special manufacturing experience unique to Hong Kong.
In the center of the "SHIRO K11 Musea" store, the "Zero Blender Lab" offers a unique manufacturing experience found nowhere else in SHIRO stores worldwide. As the next form of manufacturing experience by SHIRO, which continues to pursue zero-waste manufacturing and store development, the "Zero Blender Lab" allows customers to create their own fragrance mist by blending their favorite combinations from "fragrances that did not make it to productization" or "prototype fragrances created during the product development process," as well as choosing from yuzu and mugwort distillates or three types of floral-scented alcohol, to achieve their desired scent strength.
241 customers experienced this "Zero Blender Lab" in two days. Many people enjoyed SHIRO's real manufacturing process, creating new scents by repeatedly trying and comparing different fragrances.
The fragrances available at the "Zero Blender Lab" will change periodically, linked to product development at SHIRO's product development base, "Minna no Kojo" (Everyone's Factory), in Sunagawa, Hokkaido. We hope this change will also be something customers look forward to, making it a place they want to visit again and again.
Upon the opening of our first store in Hong Kong, we are particularly delighted that the categories of products chosen by each customer are diverse and numerous. In addition to the Hong Kong-exclusive "HANACHA" Eau de Parfum and classic fragrance items, many customers have also chosen skincare items that simply bring out the power of natural ingredients, and makeup items born from a skincare concept. We are deeply honored that customers can experience SHIRO's philosophy of "making what we want to use every day" through various products.
SHIRO will continue to strive to deliver products and store experiences that bring smiles to customers worldwide, including in Hong Kong. Please visit "SHIRO K11 Musea" once.
■ About 1,100 bottles of the limited-edition fragrance "HANACHA" Eau de Parfum, created by learning about Hong Kong's history and culture, were sold, quickly becoming a bestseller.
■ The "Zero Blender Lab," a special manufacturing experience unique to Hong Kong, was experienced by 240 people in two days. Customers took home their own original fragrances.
■ The average number of products purchased per customer was 3.3, more than double that of stores in other countries. We deeply appreciate and realize that Hong Kong customers had been eagerly awaiting SHIRO's directly managed store.
*Based on entrance counter data
Approximately 3,200 customers visited within two days of opening.
Even before the opening, while the store was still being built, many passersby showed interest. On the opening day, many customers lined up about an hour before the scheduled opening time, leading to an earlier opening. The queue continued uninterrupted throughout the day. The maximum waiting time was about an hour and a half. We sincerely thank all the customers who waited.
In the two days of the opening day and the following day, the number of visitors reached 3,200, which is 1.3 times the number of visitors to "SHIRO Seongsu," SHIRO's first store in Korea, which opened in April last year, during its first two days. Sales for the two days reached approximately 20 million yen, exactly double the performance of the Korean store's opening. Although the store was very crowded, the average number of products purchased per customer was 3.3, which is higher than in other countries, making us feel that customers enjoyed choosing various SHIRO products.
Limited-edition fragrance "HANACHA" born from learning about Hong Kong's history and culture.
The "HANACHA" (Flower Tea) Eau de Parfum, a Hong Kong-exclusive fragrance created based on insights from the region's history and culture for this expansion into Hong Kong, has been particularly popular.
The "HANACHA" Eau de Parfum, with its refreshing scent inspired by flower tea, an indispensable part of Hong Kong's food culture, sold 1,100 units at "SHIRO K11 Musea" in two days. It also received over 1,000 orders within three days at the SHIRO Hong Kong online store, which opened earlier.
While customers waited in long queues to enter the store, they were able to try the scent of "HANACHA." We are very pleased that many people liked and took home this fragrance, which we created with the thought of "what if SHIRO could be close to the lives of the people of Hong Kong."
"Zero Blender Lab," a special manufacturing experience unique to Hong Kong.
In the center of the "SHIRO K11 Musea" store, the "Zero Blender Lab" offers a unique manufacturing experience found nowhere else in SHIRO stores worldwide. As the next form of manufacturing experience by SHIRO, which continues to pursue zero-waste manufacturing and store development, the "Zero Blender Lab" allows customers to create their own fragrance mist by blending their favorite combinations from "fragrances that did not make it to productization" or "prototype fragrances created during the product development process," as well as choosing from yuzu and mugwort distillates or three types of floral-scented alcohol, to achieve their desired scent strength.
241 customers experienced this "Zero Blender Lab" in two days. Many people enjoyed SHIRO's real manufacturing process, creating new scents by repeatedly trying and comparing different fragrances.
The fragrances available at the "Zero Blender Lab" will change periodically, linked to product development at SHIRO's product development base, "Minna no Kojo" (Everyone's Factory), in Sunagawa, Hokkaido. We hope this change will also be something customers look forward to, making it a place they want to visit again and again.
Upon the opening of our first store in Hong Kong, we are particularly delighted that the categories of products chosen by each customer are diverse and numerous. In addition to the Hong Kong-exclusive "HANACHA" Eau de Parfum and classic fragrance items, many customers have also chosen skincare items that simply bring out the power of natural ingredients, and makeup items born from a skincare concept. We are deeply honored that customers can experience SHIRO's philosophy of "making what we want to use every day" through various products.
SHIRO will continue to strive to deliver products and store experiences that bring smiles to customers worldwide, including in Hong Kong. Please visit "SHIRO K11 Musea" once.