K-beauty creator group Leferi opened a “K-Beauty Select Store” in partnership with Amazon Korea in the Omotesando area of Tokyo, Japan, on April 2.

This Select Store is Leferi’s first global case, and K-beauty brands have entered under a format curated and managed by Leferi (CEO Choi In-seok). It is operated as an integrated online and offline model that links the offline experiential space “Select Store” with a special online commerce promotion on Amazon. A total of 11 brands and 48 products across categories such as skincare, makeup, and beauty devices are being showcased.

In particular, Leferi has leveraged its domestic and overseas beauty creator IP (intellectual property) to curate K-beauty products and assemble a selection that has undergone quality verification, attracting a steady flow of visitors from the opening day.

Beauty creators affiliated with Leferi (LeoJ, Minsco, Arang, Kim Crystal, Hazel) and local Japanese creators participated in the on-site event, and joint programs featuring influencers from Korea and Japan are also being held.

During the ongoing operation period, girl group Le Sserafim member Kazuha will join an on-site event, and KYEA (Korea YouTubers’ Excellence Awards) – Leferi’s annual creator big data-based K-beauty brand certification and awards ceremony – is scheduled to be held overseas for the first time simultaneously with the event.

Global beauty magazine Allure Korea is participating in the event as a strategic media partner, and Hanjin Co., Ltd. is serving as the official logistics partner.

The Select Store will operate for 12 days until the 13th in the Omotesando area of Tokyo, Japan, with a floor space of approximately 500 pyeong.

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