Challengers Reveals Survey Results on K-Beauty Brands Entering Japan

Challengers, a commerce marketing solution operated by White Cube, led by CEO Choi Hyuk-jun, has released findings from a survey involving 54 managers from K-beauty brands entering the Japanese market.

The survey aims to explore the practical challenges faced by domestic beauty brands as they establish their presence in the rapidly expanding K-beauty market in Japan. According to the Ministry of Food and Drug Safety, Korea's cosmetics export value is projected to reach a record high of $7 billion in the first half of 2026, marking a 27.3% increase year-on-year. Japan has secured its position as the third-largest export market, with imports of K-beauty lipsticks capturing a 55% share of the local import market, reflecting K-beauty's growing influence beyond skincare into color cosmetics.

The survey results indicated that 56% of respondents identified the need for a "method to verify consumer reactions in advance of investment" as the most critical solution for sustained growth in the Japanese market. Other important needs included "securing local user reviews" (52%), "local distribution channels and offline store networks" (26%), and "data analysis tools for understanding local consumer preferences" (24%). This highlights the recognition of pre-validation systems for gauging local consumer reactions as a key task for penetrating the Japanese market.

Brands are planning various strategies to expand in Japan over the next one to two years, including collaborations with local influencers (41%), expanding offline stores (33%), and diversifying online channels (31%). As large-scale marketing efforts increase, the demand for methods to verify consumer reactions in advance is expected to grow.

A similar trend is evident in factors influencing actual purchases. The foremost driver of purchases among Japanese consumers is accumulating "local user reviews and testimonials" (69%). Moreover, the most significant challenge in marketing post-entry into Japan has been identified as "securing local user reviews and testimonials to establish initial trust" (30%), indicating that building trust based on real user experiences is vital for driving purchases and crucial in the market establishment process.

Choi Hyuk-jun, CEO of White Cube, stated, "This survey confirms that in the Japanese market, the process of validating consumer reactions and securing trust is more critical than merely promoting products, as this leads to actual purchases. Challengers aims to support brands in achieving sustainable revenue growth by leveraging consumer reactions based on actual purchases, thereby facilitating improved rankings and exposure within Japanese commerce."