Paparecipe Enters Thai H&B Multi-Beauty Store... ABT Asia Accelerates Southeast Asia Market Expansion

Natural skincare brand Papa Recipe is accelerating its entry into the Southeast Asian market by launching at Multy Beauty, Thailand's leading premium health & beauty store. This collaboration is being recognized as a strategic move to further solidify Papa Recipe's position in the Thai beauty market and expand its touchpoints with local consumers.

Papa Recipe is also gaining great popularity on Shopee, the largest online shopping platform in Southeast Asia. In particular, key products such as the 'Tea Tree Control Toner Pad,' 'Eggplant Clearing Toner Pad,' and 'Eggplant Mud Cream Mask' have been selected as Shopee bestsellers, building high trust among consumers. These products are selling over 5,000 units per month and are quickly selling out, receiving enthusiastic responses.

To celebrate the launch at Multy Beauty, various promotions will be held for consumers. Customers purchasing Papa Recipe products at Multy Beauty stores will receive special gifts, and simultaneously, the brand plans to expand its experience through SNS launch events.

Papa Recipe is rapidly growing centered on the Southeast Asian market, and ABT (Papa Recipe & Inga Brand Company), which operates it, achieved a 276-fold sales growth over one year from 2023 to 2024. Based on this achievement, Papa Recipe plans to continuously release new products targeting the Southeast Asian market and continue its leap toward becoming a global beauty brand.

Entering Thailand's H&B Multy Beauty is expected to be an opportunity for Papa Recipe to strengthen its presence in the Southeast Asian market. Multy Beauty is a representative premium health & beauty store in Thailand that carefully selects and sells only trusted brands to local consumers. Through this launch, Papa Recipe is set to accelerate the global expansion of Korean beauty and further enhance its brand influence in the Southeast Asian market.

A Papa Recipe representative stated, "We plan to carry out various marketing activities to get closer to consumers in Southeast Asia, including Thailand," adding, "Starting with the launch at Multy Beauty, we will pursue a more aggressive global expansion strategy."