[Japan Export Record High] K-Beauty, J-Makeup

No Signs of Improvement in Bilateral Relations
South Korea and Japan Boycott Each Other...

Exports Likely to Surpass $400 Million in Six Months
Matching Total Export Volume of 2019
Expected to Reach Record High with 20% Increase from Last Year

[Asia Economy Reporter Seungjin Lee] Despite the worst Korea-Japan relations, 'K-Beauty' soared in the Japanese market.

K-content such as the idol group BTS and the drama 'Vincenzo' has gained popularity among the younger generation in Japan, and Korean cosmetics with solid technological capabilities are rapidly growing in Japan, a beauty powerhouse.

According to the Korea Customs Service on the 22nd, the export value of Korean cosmetics to Japan from January to May this year reached $329.29 million (about 378.7 billion KRW), marking the highest record ever. Including this month's export value, it is expected to surpass $400 million in the first half of the year, exceeding the total export volume of 2019.

The scale of Korean cosmetics exports to Japan has been breaking records every year. It increased from $229.09 million (about 263.5 billion KRW) in 2017 to $304.29 million (about 349.9 billion KRW) in 2018, and expanded significantly to $410.5 million (about 461.2 billion KRW) in 2019. Last year, it recorded $645.45 million (about 742.3 billion KRW), achieving nearly threefold growth in three years. If the current trend continues, this year’s export volume is expected to increase by about 20% compared to last year.

As Korean culture penetrated the younger generation in Japan, the popularity of Korean cosmetics naturally increased. Missha Cushion Foundation by Able C&C surpassed 20 million cumulative sales in the Japanese market after 5 years and 3 months since its entry.

Nature Republic was selected as the '2020 Best Seller' on 'Qoo10,' one of Japan's four major e-commerce platforms, with sales increasing by more than 600% compared to the previous year. AmorePacific’s Etude also launched new lineups one after another in the Japanese market to expand its market presence.

A cosmetics industry official explained, "Korean cosmetics growth in the Japanese market has continued mainly with cost-effective products, but recently, due to the popularity of dramas, interest in Korean culture among middle-aged and older generations has also increased," adding, "Accordingly, premium mid-to-high-end products are also planned to gradually expand in the Japanese market."