ANUA, a cutting-edge global beauty brand under The Founders, co-led by CEOs Lee Sun-hyung and Lee Chang-joo, has announced a significant collaboration with Netflix's animated film 'K-Pop Demon Hunters.

' From April 1 to April 30, 2023, ANUA will operate a pop-up store on the 10th floor of Shinsegae Duty-Free in Myeongdong, showcasing 20 exclusive collaborative products, including items crafted specifically for international markets.

This venture represents ANUA's strategic commitment to penetrate the global duty-free landscape following its online successes, such as ranking first on Amazon in North America.

The brand's ambition is to transition these successes into key offline retail channels, specifically duty-free stores.

Notably, ANUA has secured partnerships with major airport duty-free outlets in five European nations—namely the United Kingdom, Ireland, Spain, Germany, and Italy—with plans to broaden its reach to include additional global airport and inflight duty-free channels.

Visitors to the pop-up store will find an array of engaging activities.

Shoppers will receive exclusive limited edition merchandise related to the 'ANUA X K-Pop Demon Hunters' collaboration, such as keychains, stickers, photocards, and pouches, further incentivizing in-store purchases.

Additionally, an interactive participation event will offer customers the chance to win both miniature and full-sized product versions, enhancing consumer engagement and brand loyalty.

In January, ANUA initially revealed its collaboration with 'K-Pop Demon Hunters,' and in February, the brand successfully launched a collection that combined elements of the film's universe with skincare benefits, garnering a positive response from consumers worldwide.

An ANUA representative stated, “This collaboration with a globally popular Netflix film presents us with the perfect opportunity to expand our reach among international customers.

Our focus will be on reinforcing our brand value in global duty-free markets, including Europe and beyond.” This statement encapsulates ANUA's strategic vision in navigating the competitive landscape of international beauty retail, fueled by a combination of innovative product offerings and strategic market expansions.