Q10 Japan Bets on “Inner Beauty” and Live Shopping to fuel K-Beauty Expansion in Japan
TOKYO – Q10 Japan, an eBay Group company, is aggressively expanding its support for Korean beauty brands in the Japanese market, capitalizing on growing demand for “inner beauty” products and the rising popularity of live commerce. The company’s initiatives, including quarterly “megawari” discount events and programs like “Mega Debut,” are driving significant sales and introducing a wave of new K-beauty brands to Japanese consumers.
Q10 Japan launched its frist permanent live commerce studio in shibuya, Tokyo, in February of last year, a global first for eBay Group across its 190+ countries and regions. A live broadcast during the September “Megawari” period generated over 5 billion won (approximately $3.7 million USD) in single-episode sales, with viewership more than quadrupling to 700,000 – a demographic overwhelmingly comprised of young people in their teens and thirties. The broadcast featured planned content dubbed “Well Managed Live,” which proved highly successful.
“After more than a month of pre-planning and content production, we have strengthened fun, benefits, and immersion,” stated Head park Young-in, adding that Q10 Japan plans to expand the scale of its live commerce operations next year and further target the next-generation customer base.
Q10 Japan’s “Megawari” event, held quarterly, is a cornerstone of its strategy, accounting for over half of the company’s annual sales during its 12-day run. Beyond “Megawari,” Q10 Japan supports Korean brands through “Megapo” (a point accumulation program), “Mega Oshi” (a new product intensive development program), and “Mega Debut” (a new brand entry support program).
Success stories include the Anua collagen Mask Pack, which sold 50,000 units within three months of its introduction through “Mega oshi,” and the Medicube Toner, exceeding 100,000 units sold in the same timeframe. The “Mega Debut” program has launched 104 new K-beauty brands in Japan as of September, with an average of over 50 million won (approximately $37,000 USD) in sales within the first week of launch.
“As domestic K-beauty startups are constantly emerging, we have prepared a program to effectively introduce them to the Japanese market,” said Kim Jae-don, Chief Marketing Officer (CMO) of Q10 Japan. “We will actively support Korean companies’ expansion into overseas markets.”
