K-Shopping Trend Expanding to Olive Young and Daiso Driven by Surge in Japanese Tourists; Interest in Offline Experiential Marketing Grows

The Korean beauty community platform 'Powder Room JP' announced that it is strengthening its content operations using Instagram Reels to match the recent expansion of short-form video content consumption.

In the beauty and lifestyle industries, consumer behavior has evolved toward exploring products and spaces through short, intuitive video content. In fact, the volume of Reels content managed by Powder Room JP increased by approximately 150% compared to the same period last year.

Vlog-style Reels, which incorporate actual usage scenes and store visit experiences, are becoming established as a primary content format. Consequently, brand companies are showing high demand for such related content.

Changes in the consumption routes of foreign visitors to Korea are also influencing this trend. According to data from the Korea Tourism Data Lab and Seoul City's commercial area analysis, the visitor rate of foreigners to Seongsu-dong increased by approximately 800% year-on-year, driving expanded interest in content based on actual visiting experiences in Korea.

In response, Powder Room JP is expanding its operations beyond traditional reviews and community-based content. It is now increasing its production of Vlog-style Reels featuring direct participation by its editors, as well as on-site short video content focused on the actual store visiting process.

Furthermore, content operations are diversifying to naturally incorporate actual consumer movement routes and experiential elements tailored to the characteristics of brands, stores, and spaces.

In particular, Powder Room JP plans to launch a 'visit-type promotion' in June targeting Japanese visitors. This program will feature Japanese participants visiting major beauty and lifestyle stores in Korea and introducing them via Instagram Reels. Following the heightened interest among Japanese tourists in spots like Olive Young, MUSINSA, pharmacies, and Daiso, the platform intends to further strengthen short-form video content based on field experiences.

A spokesperson for Powder Room JP stated, 'Recently, brands have shown growing interest in natural short-form video content that closely mirrors actual consumer behavior. We will continue to expand diverse content operations centered on Reels to intuitively convey consumer experiences.'