A promotional event will take place at the first Hera store in Central Chidlom, Bangkok.

Amorepacific, Korea’s leading cosmetics manufacturer, is bringing its high-quality makeup brand Hera to Thailand, capitalizing on the remarkable growth of Korean cosmetics companies in the region.

The first Hera store was opened in Central Chidlom, a department store in Bangkok.

The Seoul-based unit will open a pop-up for Hera, whose best-sellers include the Black Cushion Foundation, at Siam Paragon in September, with subsequent sales plans at Sephora and Eveandboy stores.

As for online shopping malls, Lazada has been selling Hera items since July, while Shopee and TikTok Shop will soon enter the retail market, Amorepacific said in a statement on Tuesday.

The main products sold in Thailand are compact cushion foundations and lipsticks.

Although Hera is popular in Korea, Amorepacific has chosen its overseas markets very carefully.

Thailand is the second country to have a Hera store following the brand’s launch in Japan last year.

Other Amorepacific cosmetic brands such as Sulwhasoo, Laneige and Innisfree are already present in the Southeast Asian country.

The Korean cosmetics group is actively seeking new markets to reduce its heavy dependence on China, its largest market, as Chinese consumers increasingly limit their spending at non-Chinese retailers.

On the other hand, markets such as those in Japan, North America and Southeast Asian countries such as Thailand and Malaysia are growing as K-Pop drives the popularity of Korean makeup looks in the regions.

According to Global Trade Atlas, Korea became the largest exporter of cosmetic products to Thailand in the first quarter of 2024, overtaking France. Last year, it was in second place, with France in first place.

BY PARK EUN-JEE ([email protected])