5 Minutes After Entering Daiso, "What Did I Come to Buy?"... Trapped in an Ant Hell [Evolution of 1000-Won Items]

From Beauty to Camping and Home Gardening...
Targeting a Wide Range of Interests
"Just Getting In Means Success"...
Daiso Becomes the Success Formula for Small Businesses

"Think about it. You're forgetting something important."

This is a meme that went viral on social networking services (SNS) under the title "5 Minutes After Entering Daiso." It depicts the experience of going to Daiso to buy something but getting distracted by other products and eventually forgetting what you originally came to buy. Daiso has even earned the nickname "ant hell" because once you enter, it's hard to get out easily.

Originally a place to buy items for moving or house cleaning, Daiso has transformed into a popular spot that attracts not only teenagers but also adults. By introducing trending basic cosmetics like Ridleshot, it has effectively started to serve as a beauty platform, while also expanding its reach into hobby products such as home gardening and camping. Its domain is expanding.

On the 24th, a customer visiting Daiso Emart Mokdong store in Yangcheon-gu, Seoul is looking at cosmetics. 2025.2.24. Photo by Kang Jin-hyeong

Broke the 'Cosmetics = Expensive' Formula... Transformed into a Low-Cost Beauty Platform

Daiso, once strongly associated with household goods, has recently earned the title of an emerging powerhouse in K-beauty. Starting in 2022 with Nature Republic's "Botanical Garden," Daiso gradually increased the number of cosmetic brands it carries. At that time, the prevailing perception was that low-priced cosmetics might have many issues, but Daiso steadily built an image of selling products faithful to ingredients and functions by collaborating with companies like Dongkook Pharmaceutical, Able C&C, Clio, and VT Cosmetics.

The real breakthrough came with VT Cosmetics' "Ridleshot Facial Boosting First Ampoule." Ridleshot, which promotes cell regeneration through needle-shaped micro-needles, was expensive and had a high consumer barrier due to potential irritation for sensitive skin. However, Daiso sold a box of six 2ml ampoules for 3,000 won, removing these obstacles. This matched the interests of people in their 20s and 30s who were focused on "slow aging" such as improving the skin barrier, leading to sold-out situations.

On the 24th, a customer visiting Daiso Emart Mokdong store in Yangcheon-gu, Seoul is looking at cosmetics. 2025.2.24. Photo by Kang Jin-hyung

Thanks to the Ridleshot craze, Daiso's cosmetic sales from January to December last year increased by 144% compared to 2023. Among these, basic cosmetics including Ridleshot saw a sales growth rate of 200%. Sales of color cosmetics also grew by 80%.

Additionally, Daiso's pursuit of cost-effectiveness combined with the increased "dupe consumption" during the recession created synergy. "Dupe" is a term derived from the English word "duplicate," referring to affordable alternatives that imitate famous high-end products. A representative example is Son & Park's Color Balm (3,000 won) sold at Daiso, which gained popularity for being similar to Chanel's Lip & Cheek Balm priced at 63,000 won.

As of November last year, 59 cosmetic brands were stocked at Daiso, with over 450 products on sale. Some brands have launched exclusive lines tailored to Daiso's fixed price. LG Household & Health Care released "CNP by ODT Spot Calming Gel" as a Daiso-exclusive cosmetic. Mamonde introduced a second brand called "Mimo by Mamonde" targeting Daiso entry, which surpassed one million cumulative sales within four months of launch. Despite the need to release separate "Daiso-exclusive lines," the cosmetics industry uses Daiso as a testing ground and a channel for new attempts.

On the 24th, a pet corner was set up at Daiso Emart Mokdong Branch in Yangcheon-gu, Seoul. 2025.2.24. Photo by Kang Jin-hyeong

Satisfying DIY Desires Through Combination... The Influence of MDs' Insight

Daiso's strength lies in its product lineup targeting diverse consumer interests such as camping, home training, and home gardening. Especially, Daiso's strategy perfectly fits the "DIY" trend, where customers combine multiple products at affordable prices.

On the 16th, at the Daiso Yeomchang Station branch, a man visiting with his family was watching a YouTube video while searching for products in the tools and camping goods section. The video he was watching, titled "If a Crazy Person Makes Camping Gear at Daiso," showed how to make a barbecue brazier using wire connectors and pots sold at Daiso. This video has recorded 2.93 million views and is a popular content.

Other popular SNS content includes "Making a Whiskey Dispenser with a 5,000 Won Shelf from Daiso" and "Camping Gear Honey Combinations Secretly Made by Daiso Employees," where inexpensive Daiso products are combined to create new items.

On the 24th, a gardening corner was set up at Daiso Emart Mokdong Branch in Yangcheon-gu, Seoul. 2025.2.24. Photo by Kang Jin-hyung

A YouTube video introducing products directly assembled using tools from Daiso. Soriji YouTube channel.

The role of merchandise planners (MDs) has been crucial in enabling Daiso to offer such a diverse product range. Daiso MDs face the challenge of introducing hundreds of new products every month. To eliminate middle distribution margins, they often visit overseas suppliers directly. They discover items with strengths in each country, sourcing bamboo products from Vietnam, stainless steel items from India, and ceramics and glass products from Turkey. Currently, Daiso stocks products from over 3,600 companies across 35 countries worldwide.

A Daiso official said, "One of Daiso's strengths is having MDs from various age groups. These MDs conduct market research by visiting product exhibitions and meet with companies wishing to enter the market, working hard in various ways to discover many items."

Series on the 'Evolution of 1,000 Won Items'

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② Daiso seizes the recession as an opportunity for rapid growth

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④ The secret to Daiso capturing teenagers

▶"What did I come to buy?" Daiso, the adults' ant hell
⑤ From beauty to camping and home gardening... targeting diverse interests