![]() Even products that are not yet available in Japan are being purchased via overseas delivery, with the high demand often leading to their official launches in that market. In the past, K-beauty was introduced via Korean dramas, but now there are a variety of channels, such as online media outlets and Youtubers.Īccording to KOTRA's Japan trade division, products used by trend-sensitive Koreans are making their way to Japanese consumers via word-of-mouth through Youtube. But recently, products popular in South Korea such as skincare and basic make-up products have logged strong sales in Japan. ![]() Just a few years ago, Korean cosmetics products available in Japan were limited to specific categories such as color make-up items. According to a report issued in 2020 by the Foundation of Korea Cosmetic Industry Institute, K-beauty has become popular in Japan thanks to the third hallyu wave, which has won over consumers in their teens and twenties. "A few years ago, it was thought that Chinese cosmetics were mainly aimed at middle and low-income groups, but in the last year or two, there has been an increase in high-price, high-quality cosmetics, attracting office ladies and high-income customers," she said.The Japanese market is displaying a sharp growth rate amid K-beauty's global growth trend. ![]() The fad is even more pronounced as the COVID-19 pandemic continues in the country and people refrain from going out, she said, adding that the charm of Chinese cosmetics is catering to this demand.įurthermore, Chinese cosmetics are gradually shaking off the stereotype of cheap, low-quality products, said Saya Hayashi, CEO of Japan Functional Cosmetic Laboratory Co. The trend has also been supported by the fact that people spend more time at home searching beauty information during the epidemic," she said.Īccording to Yueko Nishihara, research planner at Japanese makeup and cosmetics portal site nowadays Japanese women tend to emphasize the emotional value of cosmetics, such as "I am happy to have it", "It is fun to use" or "The smell is cured." "Chinese cosmetics have bright colors and creativity that Japanese and South Korean cosmetics don't have, and the splendid packaging has also become a hot topic on social media. I also yearn to be a strong-willed woman," she said.Īccording to Yoshinai Takada, a purchasing manager at lifestyle grocery store Loft, "Chiborg" and Chinese cosmetics become even more trendy during the COVID-19 pandemic as people tend to spend more time at home, with some young girls learning makeup through social media. I think the concept of a 'cool woman' is becoming widespread in Japan nowadays. It spread even more after tutorial videos of Chinese-style makeup were being posted on You-Tube.Įmilin, a Japanese girl who shares information on fashion on YouTube, posted a video on "Chiborg" and garnered more than 2 million views as of January this year.Īnother blogger called "Shikanoma" explained the unique charm of "Chiborg." "Chinese-style makeup expresses the inner strength and confidence of a person and it feels new here. BOOM Best For Multi-purpose use Natural & Organic Natural & organic ingredients Brand Ethics Cruelty-free, paraben- & phthalate-free, made in the USA Price Range 2479. "Chiborg" began to attract the attention of Japanese young women around 2019, when abundant information on Chinese-style makeup has been circulating on Twitter and Instagram. While Japanese-style makeup always centers around cute and innocent features, Chinese-style makeup gives an appearance that is more elegant, cool and mature. In the eyes of Japanese young women, "Chiborg" usually uses bright colors reminiscent of China's classical Peking Opera, with a focus on eyes and lips to create a sharp and chiseled look. The term "Chiborg" is Japanese-made word, which is a combination of "China" and "cyborg", referring to a Chinese beauty so perfect and inhuman that looks like a cyborg. As "Chiborg boom"-Chinese-style makeup becomes popular on social media, Chinese cosmetics start to make inroads in Japan. In the past, the imported cosmetics shelves in Japan's department stores were usually dominated by South Korean cosmetics.
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