ONE THING, a skincare brand renowned for its core ingredient-focused products, has announced its participation in the '2026 Musinsa Tokyo Popup Store,' set to take place from April 10 to 26 at Media Department Tokyo in Shibuya.

This strategic move aims to enhance consumer touchpoints in the Japanese market, reflecting the brand's ongoing commitment to expanding its presence.

The popup event is a curated fashion and beauty showcase featuring approximately 80 brands, carefully selected by Musinsa to resonate with local demand.

Throughout the event, ONE THING will engage visitors with a series of online and offline promotions, accompanied by various onsite activities designed to elevate brand experiences.

Visitors to the popup will enjoy free shipping on all orders, an additional 20% discount on all ONE THING products, and a 20% point accumulation for future purchases.

Moreover, attendees registering as new members on the Musinsa app and consenting to receive marketing communications will receive exclusive tote bags and stickers on a first-come, first-served basis.

Customers making purchases will also have the opportunity to win random giveaways from participating brands and have a chance to participate in the 'Musinsa Beauty Scoop Event. '

The brand intends to showcase its flagship products during this popup, including the ONE THING Niacinamide Glutathione Serum, ONE THING Niacinamide Glutathione Toner, ONE THING Centella Asiatica Extract Toner, and ONE THING Mugwort Extract Toner, with discounts of up to 20% on select items.

ONE THING has been steadily growing in the Japanese market, having surpassed cumulative sales of 900,000 units for key offerings such as the Centella Asiatica Extract Toner and Mugwort Extract Toner as of December 2025.

Notably, the Centella Asiatica Extract Toner achieved category leadership on Qoo10 Japan in 2026, underlining its popularity among local consumers.

Currently, ONE THING is making strides in significant online marketplaces, having entered Qoo10 Japan in 2020, Rakuten in 2022, and Amazon Japan in 2023.

The brand is also expanding its physical retail footprint in approximately 500 offline locations, including Loft, Tokyu Hands, and Plaza.

A representative from ONE THING stated, 'We plan to strengthen our market penetration by expanding into offline channels in Japan and launching a new Centella Asiatica Mist product this April.

We will continue to enhance our global marketing initiatives to boost our brand recognition as a prominent K-beauty label. '

The concerted efforts illustrated by ONE THING indicate a robust strategy aimed at not only retaining existing customers but also attracting new segments in Japan's competitive beauty landscape, thus representing a key case study for brands looking to navigate and succeed in foreign markets.