[SHIRO] "SHIRO K11 Musea" opens in Hong Kong on Friday, May 1st. Taking a new step in the brand's history.

Approximately 3,200 customers visited within two days of opening*, with sales reaching approximately 20 million yen.

Approximately 1,100 bottles of the limited-edition fragrance "Hanacha" Eau de Parfum, born from learning about Hong Kong's history and culture, were sold, quickly becoming a bestseller.

The "Zero Blender Lab," a special manufacturing experience unique to Hong Kong, was experienced by 240 people in two days, who took home their own original fragrances.

The average number of products purchased per customer was 3.3, more than double that of stores in other countries. We gratefully recognize that Hong Kong customers had eagerly awaited SHIRO's directly managed store.

*Based on entrance counter data

Approximately 3,200 customers visited within two days of opening

Even before the opening, while the store was still being built, many passersby showed interest. On the opening day, many customers lined up about an hour before the scheduled opening time, leading to an early opening. The queue continued uninterrupted throughout the day. Waiting times extended up to an hour and a half. We sincerely thank all the customers who waited.

In the two days of the opening and the following day, the number of visitors reached 3,200, which is 1.3 times the number of visitors to "SHIRO Seongsu," SHIRO's first store in Korea, which opened in April last year, during its first two days. Sales over the two days reached approximately 20 million yen, exactly double the performance of the Seongsu store's opening. Despite the crowded store, the average number of products purchased per customer was 3.3, which is higher than in other countries, indicating that customers enjoyed choosing various SHIRO products.

Limited-edition fragrance "Hanacha" born from learning about Hong Kong's history and culture

Particularly popular is the Hong Kong exclusive fragrance "Hanacha" Eau de Parfum, created for this expansion into Hong Kong, based on insights from the region's history and culture.

The "Hanacha" Eau de Parfum, with its refreshing scent inspired by "Hanacha" (flower tea), an essential part of Hong Kong's food culture, sold 1,100 units at "SHIRO K11 Musea" in two days. It also received over 1,000 orders within three days on the SHIRO Hong Kong online store, which opened earlier.

While customers waited in long queues to enter the store, they were offered samples of the "Hanacha" scent. We are delighted that many people loved this fragrance, created with the hope that "SHIRO could be a close companion in the lives of the people of Hong Kong," and took it home with them.

"Zero Blender Lab," a special manufacturing experience unique to Hong Kong

At the center of the "SHIRO K11 Musea" store, the "Zero Blender Lab" welcomes customers, offering a unique manufacturing experience found nowhere else in SHIRO's global stores. As SHIRO continues its commitment to zero-waste manufacturing and store design, the "Zero Blender Lab" allows customers to create their own fragrance mist. They can choose their favorite combinations from "fragrances that did not make it to product commercialization" or "prototype fragrances created during product development," along with their preferred distilled waters like yuzu and mugwort, or three types of floral-scented alcohol, and blend them to their desired strength.

241 customers experienced this "Zero Blender Lab" in two days. Many customers enjoyed SHIRO's realistic approach to craftsmanship, creating new scents by repeatedly trying and comparing different fragrances.

The fragrances available at the "Zero Blender Lab" will change periodically, linked to product development at "Minna no Kojo" (Everyone's Factory) in Sunagawa, Hokkaido, SHIRO's product development base. We hope this evolving selection will encourage customers to visit repeatedly.

Upon the opening of our first store in Hong Kong, we are particularly pleased that each customer chose a wide variety of product categories and a large number of items. In addition to the Hong Kong exclusive "Hanacha" Eau de Parfum and classic fragrance items, many customers also selected skincare items that simply harness the power of natural ingredients, and makeup items born from a skincare concept. We are deeply honored that customers can experience SHIRO's philosophy of "creating what we want to use every day" through various products.

SHIRO will continue to strive to deliver products and in-store experiences that bring smiles to customers worldwide, including in Hong Kong. We invite you to visit "SHIRO K11 Musea."