Taking J-Beauty Overseas――

Trenders Inc., the parent company of ampule, has partnered with South Korea's Glowdayz, Inc. to support the promotion of Japanese beauty brands in the Korean market.

Why Korea now?
What strategies are needed for Japanese companies to succeed in this beauty powerhouse?

This time, we facilitated a discussion between Glowdayz CEO Kong Junesik (hereafter referred to as Junesik) and ampule Business Division Representative Asami Iida. They shared their perspectives on the global potential of J-Beauty.。

Where’s the next overseas market? Industry buzz builds for 2025

――First, please tell us about each business's operations.

Asami Iida 　As the representative of ampule, we have operated as a “beauty-focused innovation firm” within Trendenders, providing marketing and consulting services primarily for the domestic market. Starting this year (2025), we are expanding our challenges into overseas markets, with South Korea being one of them.

Traditionally, when Japanese companies looked overseas, many targeted the Chinese market. However, due to factors like legal regulations, some have faced difficulties. Consequently, there is now a growing sentiment within the industry to actively explore other overseas markets.

Kong Junesik　Glowdayz was founded in Korea in 2013 and operates the beauty platform “GLOWPICK” often referred to as the Korean version of @cosme. Currently, as a wholly-owned subsidiary of Istyle Inc., it leverages the group's resources to provide comprehensive consulting and planning services for Korean brands expanding into Japan.

Through our business activities to date, we have gained insights into the differences between the Korean and Japanese markets and the keys to success. Based on this expertise, we are now engaged in supporting Japanese brands in their expansion into the Korean market.

If the conditions align, there is opportunity. History and philosophy are also Japan’s strengths

――Even looking at cosmetics counters in Japan, you can feel the momentum of Korean brands. With Japanese brands now entering the Korean market, do they stand a chance?



Kong Junesik　The South Korean market is about one-third the size of Japan's, yet it has over ten times as many brands, making competition extremely intense. Furthermore, it's true that Korean brands dominate overwhelmingly, and it's not an easy market for overseas brands to enter. Even so, I believe there are ample opportunities if the conditions align.

In the Korean market, when a trend emerges—like the beauty ingredients CICA or PDRN—every company rushes to release similar products. The speed at which trends shift is also incredibly fast. Consumers are starting to feel fatigued by this.

It's not just consumers. Among the inquiries we receive from Korean wholesalers, there are quite a few asking, “Are there any Japanese brands with unique characteristics, not just Korean brands?” This makes us feel that distributors also want to change the current homogenized retail landscape. Japanese brands are expected to provide entirely different value and bring a fresh breeze to this market.

――What do you think are the strengths of Japanese brands that could differentiate them from Korean brands?



Asami Iida　Japan's R&D capabilities and technological prowess are major strengths. This includes the superior quality of powder products like eyeshadow and a refined sensitivity to color, plus many long-established brands. While Korea focuses on product-first approaches, Japan's strength lies in valuing the overall brand concept and philosophy. I believe this unique Japanese appeal will resonate strongly with Korean beauty enthusiasts who have grown tired of conventional cosmetics.

Kong Junesik　　Given the intense competition, the top Korean brands are constantly changing, so there should be room for new brands to break in. However, it's absolutely crucial not to forget to thoroughly understand how the Korean market differs and the Korean consumers driving those differences.

――What are the characteristics of Korean consumers?

Kong Junesik　　Korean consumers aren't afraid to take on challenges. They react more enthusiastically to new things than anywhere else in the world, and their acceptance of products they're trying for the first time is exceptionally high. This mindset may be the polar opposite of Japan's “fear of failure” mentality.

Does this mean heritage or luxury elements aren't favored? No, there is demand for them too. However, relying solely on these won't work. Overseas brands that have failed to enter Korea often fell into one-way communication, saying “This is who we are.” Instead, it's crucial to adapt and localize to suit the characteristics of Korean consumers who love advantages and novelty. For example, launching new products in Korea first globally demonstrates this appeal.


Even so, I've recently noticed that Japanese fragrance and skincare brands entering the Korean market have been very strategic. They're effectively promoting their identity and technical expertise while tailoring messages that resonate with Korean consumers. They're also strategically opening stores in Seoul's trendiest areas. Japan has plenty of brands that could follow this lead. The key is to identify what resonates with Korean consumers and seamlessly integrate that into their marketing.

Leveraging Korea’s largest platform to uncover authentic, candid local voices

――In February 2025, the two companies announced the launch of a joint venture to support sales expansion in South Korea. What specific support will be provided?



Asami Iida　We aim to provide Japanese companies with comprehensive marketing plans for entering and expanding their presence in the Korean market. GLOWPICK, operated by Glowdayz, is one of Korea's largest platforms boasting over 3 million app downloads and is heavily used by beauty enthusiasts. Just as in Japan, demand in Korea spreads from beauty enthusiasts to trend-followers and then to the mass market through SNS and word-of-mouth. Therefore, we plan to introduce new products, offer samples, and host events for our members.

In May 2025, we held a seminar for Japanese cosmetics brands targeting GLOWPICK members in Seoul, South Korea. Participating brands highly praised the event, particularly for the opportunity to hear direct feedback from local beauty enthusiasts. We intend to continue hosting such events regularly.

This direct connection with Korean users and the ability to gather their candid, real opinions is a significant strength of ours.

Kong Junesik　　To prevent initial missteps in overseas expansion, it's highly effective to understand beforehand where consumers respond to your brand and where they don't. Simply selecting an agency and leaving everything to them won't lead to success. We want you to actively engage with consumers yourselves, utilizing our platform as well.

We will also jointly support inbound consumption from Korea. Even with the proliferation of cross-border e-commerce, there are still many edgy products available only within Japan. The key lies in how effectively we can deliver this information to Korean consumers.

――Please share a message for Japanese companies considering entering the Korean market.



Kong Junesik　　Some may perceive the K-Beauty offensive in the Japanese market as a threat, but don't be intimidated. Approach the Korean market with confidence. Japanese brands possess the potential to succeed there if the conditions are right. To seize that opportunity, start by making the effort to understand the market. We will support you wholeheartedly in taking that first step.

Asami Iida　By joining forces with Glowdayz, an expert in the Korean market and particularly the beauty sector, and ampule, which has supported numerous Japanese companies, we have created the optimal environment for entering the Korean market. We encourage you to consult with us with confidence. The strong conviction to “reach the people we want to reach” is equally vital in Japan and overseas. Let's take on the challenge of new markets together.

GUEST PROFILE

Junesik Kong
Glowdayz, Inc. CEO
Founder and CEO of Glowdayz, operator of the Korean cosmetics review platform “GLOWPICK.”
An expert with over 10 years of experience in the Korean cosmetics industry since founding the company in 2013.
Currently expanding business to support Korean brands entering the Japanese market in collaboration with Trendenders.
http://www.glowdayz.com/

Asami Iida
Trenders Inc. Managing Executive Officer. Born in Japan, raised in Brazil and Thailand. Joined Trenders Inc. as a new graduate. Worked for approximately 7 years as an account planner handling a wide range of projects, primarily in the beauty industry. Appointed Director of MimiTV upon its joining the Trendenders Group in 2018. Launched ‘ampule’, Trendenders' beauty-focused innovation firm, in 2021 and became its Representative. Promoted to Managing Executive Officer of Trendenders in April 2024, having served in roles ranging from launching a subsidiary to becoming an officer of a listed company over 12 years.

Photography by Hideki Okura
Reporting and Text by Kumiko
Editing by Mai Kaneko

【Contact Information】

For inquiries or questions regarding overseas support, please feel free to contact us at the address below.

ampule Overseas Business Division
MAIL：ampule.global@trenders.co.jp