LF's 'Athe' Attracts 3,500 Visitors in One Week at 'Atcosme' Pop-up in Japan

Unveiling of New Japan-Exclusive '7-Day Programming Mask Pack'
Spotlight on Ampoules, Lip Balms, and More... Expansion into Drugstores Planned for Second Half of Year

LF's vegan beauty brand 'Athe' announced on July 9 that approximately 3,500 people visited its first pop-up store held in Osaka, Japan.

To accelerate its entry into the Japanese market, Athe operated a pop-up store for seven days from June 25 to July 1 at the 'Atcosme (@cosme)' store in Lucua Ile, a large shopping mall in Osaka. Atcosme is Japan's largest beauty platform and a trend-leading select shop.

This pop-up event was designed to broaden contact points with local consumers. Over the course of a week, about 3,500 visitors demonstrated significant interest in K-beauty.

The main products featured were three types of '7-Day Programming Mask Packs' developed exclusively for the Japanese market. These products conveniently deliver the whitening, soothing, and pore care functions of the three programming ampoules (Melazer, Acnesol, Poresel) previously launched in Korea, now in a mask pack format. This was the first offline unveiling to general consumers. Athe had previously showcased these products at the '2025 Osaka-Kansai Expo' in April. At the pop-up site, visitors could directly experience the formulations and ingredients.

Other key products were also introduced, including 'Authentic Lip Balm', 'Authentic Lip Gloy Balm', and the 'Melazer 7-Day Programming Ampoule' launched in Korea this year.

The pop-up event also featured a variety of activities. These included a gacha (capsule toy) event for customers who registered for Athe's channel on Japan's mobile messenger LINE, as well as giveaways such as pure vitamin C balls and EGF serum samples for purchasers. The official Japanese Instagram follow event also saw high participation rates.

Athe plans to further expand its distribution network in the Japanese market in the second half of this year. The company has already broadened its reach by entering major channels such as Qoo10 Japan and Loft, and plans to expand into large Japanese variety shops and drugstores, including Don Quijote, within the year. Moving forward, Athe intends to accelerate its global market expansion by continuously introducing customized products that reflect local beauty trends and consumer needs.

An Athe representative stated, "Japanese customers place great importance on experiencing products firsthand before purchase, so this pop-up was an opportunity to deeply communicate our brand and products." The representative added, "Based on the local response, we will continue to expand customer touchpoints through various platforms."