AMUSE Accelerates Expansion into Thai Market

K-beauty brand AMUSE is accelerating its business expansion in Thailand. The company has opened its second regular store in a key shopping area in northern Bangkok and is running a pop-up store in a luxury retail district, marking a significant step in its distribution network expansion.

Thailand has been selected as a strategic hub for AMUSE's Southeast Asian market expansion. In early May, the brand signed an exclusive retail agreement with Thailand's Central Marketing Group (CMG). Following the opening of its first regular store at Central World shopping mall in Bangkok on May 12, the second store opened on the 14th of this month. Future plans include gradually increasing its presence in Central Group's health and beauty store, KIS (Keep In Style).

The newly opened second store is located at Central Ladprao shopping mall, a key spot based on local consumer spending and high foot traffic.

This area is a transportation hub with double subway access, surrounded by a large residential complex, key government offices, large corporate headquarters, and commercial offices, making it a region with high purchasing power expected to drive significant revenue growth.

Prior to the regular store opening, AMUSE operated a pop-up store in the main zone of Central Ladprao last month. By focusing on bestsellers, new products, and Thailand-exclusive items, the brand generated substantial interest and engagement from local customers, significantly raising brand awareness.

In addition, AMUSE will operate a pop-up store at Central Chidlom, a leading luxury department store in Bangkok, until the 15th of this month. Central Chidlom ranks as the top store within the Central department store chain and serves as a premium and luxury beauty shopping destination targeting Thailand's affluent consumers.

The pop-up store will feature AMUSE's first skincare product, 'Skin Ready,' making its overseas debut.

Skin Ready is a makeup prep product designed to optimize skin condition before makeup application, enhancing adherence and longevity. Presented as toner pads, it contains Rice Water PDRN, inspired by traditional Korean rice water, to provide hydration and brightening effects.

This product was developed in response to continuous requests from overseas distribution partners, and it is expected to synergize with AMUSE’s color cosmetics, further expanding its local fanbase.

AMUSE plans to enhance its presence with a space for customers to directly experience Skin Ready and other main products, broadening its connection with VIP customers while strengthening brand awareness and premium image.

In conjunction with the new product launch, active marketing efforts will unfold, including special live broadcasts with popular local makeup artists and influencers, and collaborations with key beauty creators showcasing product experiences. The initiative aims to communicate closely with consumers by sharing K-beauty makeup know-how and Skin Ready application techniques.

Moreover, the company is set to reinforce its product strategy tailored to the local market by launching exclusive colors for Thailand, including warm nude tones and clear rose shades, such as 'Dew Tint 14 Bear Dew' and 'Gel Fit Gloss 10 Natural Rose Gloss.'

An official from AMUSE Korea stated, "Thailand is a market with high interest and growth potential for K-beauty." They added that the plan is to cultivate Thailand as a major hub for global business expansion through products reflecting local consumer preferences and differentiated brand experiences.