K-Beauty Festival Draws Massive Crowds in Tokyo, Signaling Expanding Japanese Market
TOKYO – eBay Japan’s ‘Mega Cosme Land 2025,’ held October 4th at Ariake Gymnastics Stadium, showcased the surging popularity of Korean beauty products in Japan, attracting over 200,000 applicants and establishing itself as a leading K-beauty festival in the country. The event featured brands making their “mega debut” on eBay Japan’s Q10 platform, including iRecipe, O’Droy, and oprah, alongside established names like Medicube.
The festival’s success underscores a significant shift in the Japanese beauty landscape, were K-beauty is rapidly gaining market share. eBay Japan launched its ”Mega Debut” program last April, introducing four new brands to Japanese consumers each Tuesday via Q10 Japan. This strategic initiative, coupled with experiential marketing events like Mega Cosme Land, is designed to solidify K-beauty’s presence and expand consumer access to a diverse range of Korean skincare and cosmetics.
Attendees were able to experience products from participating brands firsthand, with manny companies reporting excited responses. A Medicube official, participating for the first time, expressed surprise at the “overwhelming number of visitors and the excitement as soon as the event started,” noting the potential for direct customer engagement to positively impact sales. A representative from a local Japanese beauty brand participating in the event also commented on the ”remarkable lively atmosphere with many young and trendy visitors,” highlighting the event as an effective platform for direct consumer experience.
Kim Jae-don, Chief marketing Officer (CMO) of eBay Japan, stated that Mega Cosme Land has “gone beyond a simple promotional event and has established itself as Japan’s representative K-beauty festival.” He further noted that the number of participating brands has doubled since last year, with notably strong engagement from Generation Z. eBay Japan plans to continue expanding K-beauty’s reach in Japan through integrated online and offline marketing strategies.
