Japan's Leading Beauty Brands, Including Kao and Shiseido Group, Gather in Korea for 'J-Beauty FES in Seoul 2026' – A Global Movement of Japanese Beauty to Be Launched on July 11, 2026, in Seoul

Trenders Inc. (Shibuya, Tokyo; President and CEO: Ryoko Kurokawa; TSE Growth Market: Stock Code 6069), operator of the beauty-focused innovation firm 'ampule,' will host 'J-Beauty FES in Seoul 2026' on Saturday, July 11, 2026, in Seoul, South Korea.

The event's concept is 'EMPOWER J-Beauty – A place to meet, learn, and be inspired. Where J-Beauty unites.' It is designed not merely to introduce J-Beauty, but to create a space for experiencing, discussing, and spreading it.

Featuring beauty brands from leading Japanese companies such as Kao and Shiseido Group, and attracting beauty-savvy Korean consumers, the event will create a direct connection between Japanese brands and Korean users. As national support for J-Beauty promotion intensifies, this event aims to become a key launchpad for Japanese beauty brands entering the Korean market and boosting inbound tourism.

South Korea is the top source of foreign visitors to Japan (Japan National Tourism Organization, 2024). This event will act as a catalyst to drive a virtuous cycle: Korean consumers, inspired by J-Beauty, will visit Japan and experience brands and tourist destinations firsthand.

The Infinite Potential of J-Beauty

ampule believes Japanese beauty holds unique value. Centuries of research have cultivated profound 'beauty wisdom' and 'attention to detail,' combined with cutting-edge technological formulations and a craftsman's spirit of creation. This fusion makes J-Beauty more than just skincare or makeup—it is an embodiment of Japanese culture.

However, J-Beauty's presence on social media remains vastly smaller than K-Beauty (as of May 2026, our research shows 10.02 million Instagram posts for #kbeauty vs. 311,000 for #jbeauty). Its appeal is not yet fully communicated globally. The greatest potential of J-Beauty lies in its uniquely Japanese craftsmanship that evokes a genuine 'WOW' reaction. By contextualizing this for global consumers, understanding and acceptance can grow. Additionally, recent policy support from the Japanese government and METI, along with rapidly expanding demand, are strong tailwinds for J-Beauty's global expansion.

'J-Beauty FES in Seoul 2026' is the platform to unlock this potential. Together with beauty-conscious users in Korea—a global beauty trendsetter—we will launch a new J-Beauty narrative from Seoul to the world.

Event Overview

Name: J-Beauty FES in Seoul 2026

Date: Saturday, July 11, 2026

Venue: SKY31 CONVENTION, Lotte World Tower 31F, 300 Olympic-ro, Songpa-gu, Seoul, South Korea

Organizer: Trenders Inc. (ampule)

Invitees: 300 GLOWPICK members (highly beauty-conscious Korean users)

Program: Touch-up experiences and product booths by participating brands, seminars, J-Beauty WOW zone experiences, discussion booths, and souvenir giveaways

Main Participating Brands (in alphabetical order):

Bioré / CANMAKE / Curél / Enamor / HAKU / IHADA / JILL STUART Beauty / Love Liner / MEMEME / Savon de Sabot / Visée / whomee, and more

'J-Beauty WOW Zone' – The More You Know, the More You Love Japanese Beauty

In addition to brand booths, the event will feature the 'J-Beauty WOW Zone,' an experiential corner designed to deepen understanding and evoke surprise about J-Beauty. Under the theme 'The More You Know, the More You Love,' visitors will experience five unique aspects of Japanese beauty.

Five 'J-Beauty WOW' Experiences

01 Heritage: The History of Japanese Beauty

From Edo-era camellia oil to modern skincare—this exhibit traces centuries of J-Beauty evolution, showcasing Japan’s skincare history and accumulated wisdom.

02 Tech & Innovation: Proof of Technology

Unique ingredients, nanotechnology, clinical trial data—Japan’s beauty research will be visualized in an accessible way. Visitors will scientifically experience 'why it works,' building trust and amazement in J-Beauty.

03 Craftsmanship: The Art of Creation

From formulations to packaging and texture, every detail embodies a philosophy of craftsmanship. Experiencing this meticulous care will deliver deep emotional resonance to consumers.

04 Sustainability: Coexistence with Society and Environment

Beyond environmental care, this zone highlights initiatives in diversity and inclusion. It is designed to let visitors experience how J-Beauty brands address social issues through beauty, prompting reflection on how beauty brands engage with society.

05 Philosophy: The Philosophy of Japanese Beauty

A long-term perspective of 'nurturing skin' rather than 'correcting it,' simplicity born from subtraction, and the aesthetics of negative space—these unique philosophies nurtured by Japanese beauty culture form the foundation of J-Beauty. Here lies another answer to beauty, distinct from K-Beauty.

Accelerating Global Expansion via ampule's Overseas Business Division

ampule's Overseas Business Division, established within Trenders Inc., is a specialized team dedicated to expanding Japan's J-Beauty expertise to global markets. Through partnerships worldwide, it provides end-to-end support for Japanese beauty brands' overseas entry and brand awareness growth.

By hosting 'J-Beauty FES in Seoul 2026' in Seoul—the epicenter of beauty trends—ampule aims to establish J-Beauty's presence across Asia and globally, creating sustainable connections between J-Beauty brands and international buyers, media, and consumers. Starting from Seoul, the global story of J-Beauty will unfold—from Asia to Europe and the Americas—on July 11, 2026.

◆ About GLOWPICK

This event is conducted in collaboration with GLOWPICK, Korea’s largest beauty review platform, boasting tens of millions of monthly page views.

Renowned for authentic user reviews and detailed product evaluations, GLOWPICK is a key trendsetter in Korea’s beauty landscape.

Through this partnership, we aim to connect participating brands with Korea’s core beauty users, turning event experiences into authentic reviews and word-of-mouth content.