Exploring the Future of Japan’s Food Market: Inner Beauty & Live Shopping Fuel K-Beauty Growth

Qoo10 Japan Drives Growth with ‘Inner Beauty‘ and Live Commerce Initiatives

Tokyo, Japan – October 9, 2025 – Qoo10 Japan, a leading e-commerce platform owned by eBay Japan, is aggressively pursuing new growth avenues by prioritizing ‘inner beauty’ products and bolstering its live commerce capabilities. This strategic shift builds upon the already substantial success of Korean beauty, or K-beauty, products within the Japanese market.

Expanding Beyond K-Beauty: The Rise of ‘Inner Beauty’

Qoo10 Japan is actively broadening its product portfolio beyond conventional cosmetics, focusing on the burgeoning ‘inner beauty’ category. This encompasses health foods, dietary supplements, and functional foods designed to enhance wellness from within.According to a recent report by Statista, the global nutraceuticals market is projected to reach $415.7 billion by 2027, signaling a substantial growth chance.

Despite a relatively conservative consumer base and stringent food regulations in Japan, Qoo10 Japan sees critically important potential. Park young-in, Head of the K-beauty division at eBay Japan, noted extraordinary growth rates – a 700% increase in sports and functional inner beauty foods and an 80% surge in diet foods – demonstrating a clear market demand.

live Commerce: A New Frontier for Japanese Retail

Qoo10 Japan is also heavily investing in live commerce, recognizing its potential to revolutionize the Japanese retail landscape. The company launched its ‘Qoo10 Live Studio’ in Shibuya, Tokyo, in February of last year, the first permanent live commerce studio operated by eBay Group globally.

A recent live shopping event during the ‘Megawari’ period last September generated over 5 billion Korean won (approximately $3.7 million USD) in single-episode sales, with viewership quadrupling to 700,000. A substantial 80% of the audience consisted of young adults aged 10 to 30, indicating a strong appeal to the key MZ generation demographic.

Strategic Promotions and Brand support

Qoo10 Japan is actively stimulating demand through large-scale discount events such as ‘Megawari’ and ‘Megapo’, alongside exclusive weekly promotions for new brands. Approximately 1,000 exclusive products are featured during each event. The ‘Mega Debut’ program, designed to support emerging Korean brands entering the Japanese market, has already introduced 104 new brands as of September, with an average of over 50 million won in sales within the first week of launch.

Event	Description	Key Benefit
Megawari	Quarterly discount event	Relay events & exclusive products
Megapo	Point accumulation program	Customer loyalty & repeat purchases
Mega Debut	New brand entry support	Accelerated market entry for K-beauty brands

Did You Know? The japanese cosmetics market is the second-largest in the world, after the United States, with a value of approximately $30 billion in 2023.

Pro Tip: When entering the Japanese market, it’s crucial to adapt products to local preferences and prioritize building trust through high-quality ingredients and transparent labeling.

Kim Jae-don,Chief Marketing Officer (CMO) of Q10 Japan,emphasized the company’s commitment to supporting Korean businesses as they expand into overseas markets. He stated that Qoo10 Japan is actively creating programs to facilitate this process.

The Future of E-commerce in Japan

The Japanese e-commerce market, while currently experiencing slower growth compared to other Asian markets, is poised for resurgence driven by innovative strategies like live commerce and the growing demand for health and wellness products. Qoo10 Japan’s proactive approach positions it as a key player in shaping this evolution, connecting Korean brands with Japanese consumers.

Frequently Asked Questions about Qoo10 Japan’s Strategy

What are your thoughts on the growing trend of ‘inner beauty’ products? How do you see live commerce shaping the future of retail in your region?

Share this article with your network and leave a comment below!

How might the increasing popularity of live shopping in Japan further accelerate the adoption of “inner beauty” food products?

The Convergence of Wellness and Culinary Trends in Japan

Japan’s food market is undergoing a interesting conversion, driven by evolving consumer preferences and innovative retail strategies. While traditionally focused on fresh, seasonal ingredients and meticulous preparation, a new wave is emerging – one heavily influenced by the success of K-Beauty (Korean Beauty) and the rise of “inner beauty” concepts.This isn’t simply about aesthetics; it’s a holistic approach to wellness where food is recognized as a key component of radiant health and appearance. This shift is powerfully amplified by the growing popularity of live shopping experiences.

Understanding the “Inner beauty” Movement

The “inner beauty” trend, originating in South Korea, posits that true beauty stems from within. This philosophy has resonated deeply with Japanese consumers, who already prioritize health and well-being.

* Collagen Consumption: A significant driver is the increased demand for collagen-rich foods and supplements. Japanese consumers are actively seeking out ingredients like pork skin, chicken feet, and fish collagen, incorporated into everything from ramen broths to functional beverages.

* Fermented Foods: Traditional Japanese fermented foods like natto (fermented soybeans), miso (fermented soybean paste), and tsukemono (pickled vegetables) are experiencing a resurgence, lauded for their probiotic benefits and positive impact on gut health – directly linked to skin health and overall wellness.

* Superfoods & Functional ingredients: Ingredients like amanatto (sweetened black soybeans), seaweed varieties (wakame, kombu), and green tea are being positioned not just as nutritious, but as beauty-enhancing foods. Expect to see more products fortified with these ingredients.

* Plant-Based Diets: A growing awareness of the link between diet and skin health is fueling interest in plant-based eating. Vegan and vegetarian options are becoming more prevalent, with a focus on ingredients rich in antioxidants and vitamins.

K-Beauty’s Influence on Japanese Food Choices

K-Beauty isn’t just exporting skincare; it’s exporting a lifestyle. Japanese consumers,captivated by the “glass skin” aesthetic and the emphasis on preventative skincare,are looking to their diets to support these goals.

* Ingredient-Focused Marketing: Food brands are adopting K-Beauty’s ingredient-focused marketing strategies. Instead of simply promoting a product’s taste, they highlight the specific benefits of ingredients for skin health, hair growth, and overall vitality.

* Beverage Innovation: The beverage sector is particularly dynamic. We’re seeing a surge in “beauty drinks” – frequently enough containing collagen, hyaluronic acid, and vitamin C – marketed as internal skincare solutions. These are readily available in convenience stores and vending machines.

* Snackification with a Purpose: Snacks are no longer just about satisfying hunger; they’re about delivering functional benefits. Collagen-infused gummies, protein bars with added antioxidants, and seaweed snacks are gaining popularity.

* Cross-Promotion: Strategic partnerships between skincare brands and food companies are becoming more common. This allows for cross-promotion and reinforces the “inner beauty” message.

The Rise of Live Shopping & its Impact on food Sales

Live shopping, already a dominant force in K-Beauty, is rapidly gaining traction in Japan’s food market. This interactive format allows consumers to engage with brands and influencers in real-time, driving impulse purchases and fostering a sense of community.

* real-Time Demonstrations: Live shopping allows for real-time cooking demonstrations, showcasing how ingredients can be used to create healthy and delicious meals.

* influencer Marketing: japanese consumers highly value the opinions of trusted influencers. Live shopping events featuring popular food bloggers and health experts are incredibly effective.

* Limited-Time Offers & Exclusive Deals: The urgency created by limited-time offers and exclusive deals drives immediate sales.

* Interactive Q&A Sessions: Consumers can ask questions directly to the host and receive personalized recommendations.

* Platforms Driving Growth: rakuten Live, LINE LIVE, and even Instagram Live are key platforms for food-related live shopping in Japan.

Case study: FUJIWARA FOODS & Collagen Ramen

FUJIWARA FOODS, a Japanese ramen manufacturer, successfully leveraged the “inner beauty” trend by launching a collagen-infused ramen. Marketing focused on the benefits of collagen for skin elasticity and joint health. They partnered with a popular beauty influencer for a live shopping event, demonstrating how to prepare the ramen and highlighting its beauty-boosting ingredients. Sales increased by 35% within the first month of the campaign.

Benefits for Food Businesses in Japan

Adapting to these trends presents significant opportunities for food businesses:

* Increased Market Share: Targeting the “inner beauty” consumer base opens up a new and growing market segment.

* Premium Pricing: Products positioned as beauty-enhancing can command a premium price point.

* Enhanced brand Image: Associating your brand with wellness and beauty elevates its perceived value.

* Stronger Customer Loyalty: Consumers who believe your products contribute to their overall well-being are more likely to become loyal customers.

Practical Tips for Entering the Japanese Market

* Ingredient Clarity: Japanese consumers demand transparency. Clearly list all ingredients and their benefits.

---