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… protecting South Korea.
The claims resonated in Daegu, a city of 2.3 million that is a bastion of conservatism and Yoon's ruling People Power Party. During South Korea's economic boom years of the 1970s and 1980s, the city received generous government investments that created the regional manufacturing base of giants like Hyundai, Samsung, and POSCO that fueled the country's economic rise.
What drew Yoon supporters' ire to the Homeplus outlet where Shin works was a decision by her and some other workers to wear buttons supporting impeachment, as well as their union activities. Shin said the city's conservative political character and innate distrust of labor unions make it harder to recruit members to negotiate with management.
In early February, a union representing mart workers filed a complaint with police over harassment they say workers have faced from Yoon supporters.
The union told police that members of far-right groups had converged on marts to threaten and verbally abuse workers, and had taken photos of them that they circulated in far-right online forums, leading to online harassment.
Changes in the retail sector away from brick-and-mortar stores and toward online platforms have worsened conditions at outlets big and small.
"Jobs in retail are under threat now because of the rapid growth in the volume of online shopping," said Chung-Ang University's Lee.
The Korea Chamber of Commerce and Industry said late last year that sales at big-box retailers had grown only 1.2% per year in the decade from 2014 to 2024, trailing far behind the 13% growth seen by online shopping platforms and 10% at convenience stores.
The chamber said the fast-growing platforms had benefited from changes in consumer habits spurred by the coronavirus pandemic and the overall advancement of digitization. "Large marts have become less competitive due to the rise in one- and two-person households and long-standing restrictions on their operations," the chamber concluded.
In an effort to boost mart sales, Daegu in early 2023 became the first municipality nationwide to repeal a legal order requiring marts to close on two Sundays a month. The law had been put in place to guarantee workers time off with their families, and to attempt to steer customers toward smaller retailers, like neighborhood grocery stores.
Daegu's city government argued that changing the regulation to require marts to close on two weekdays a month, while remaining open every Sunday, would benefit consumers by making it easier to shop on weekends and lead to increased sales.
But for workers in the sector, never having a guaranteed Sunday off is another thorn in their sides as they attempt to balance work and family.
"My daughter works during the week and only has weekends off. When I have to work weekends, it means I don't see her for weeks at a time," said Yang Eun-young, a worker with 20 years of experience at an Emart in Daegu.
"This kind of work, the long hours standing, the repetitive manual tasks, is hard on our shoulders, our knees, and for women our age who are going through menopause, the irregular schedule makes it hard to establish a rhythm and get decent sleep," Yang, 56, said.
Still, for Shin, labor rights in South Korea have markedly improved since she entered the workforce.
She recalled how years ago workers in her store dared not push back against directives—however rude or pedantic—from their supervisors. Back then she even had to ask permission to go to the restroom during work hours.
How would she react if a supervisor forced her to do that nowadays? "I'd punch him," she said with a chuckle.
This article first appeared on <a href="https://asia.nikkei.com/Spotlight/Big-in-Asia/South-Korea-s-gender-chasm-Women-still-consigned-to-dim-job-and-life-prospects">Nikkei Asia</a>. It has been republished here as part of 36Kr’s ongoing partnership with <a href="https://www.kr-asia.com/nikkei-teams-up-with-36kr-in-asia-tech-news-coverage/">Nikkei</a>.

South Korea's gender chasm: Women still consigned to dim job and life prospects

Chinese enterprise cloud software provider Kingdee has officially opened its regional headquarters in Qatar's Free Zones, marking its initial entry into the Middle East. This move is part of Kingdee’s broader strategy to establish a foothold in the Middle East and North Africa (MENA) region.
The decision to set up operations in Qatar follows a substantial investment from the Qatar Investment Authority (QIA), which injected approximately USD 200 million into Kingdee in December 2023. This investment underscores Kingdee's leading role in China's enterprise cloud transformation and aligns with QIA’s goal of backing technology and digitalization heavyweights.
Kingdee plans to utilize Qatar as a strategic gateway to expand its footprint across the MENA region. With over three decades of experience, the company reportedly serves about 7.4 million businesses in 172 countries. Kingdee’s software solutions span financial management, supply chain optimization, and production operations.
Kingdee’s expansion into Qatar is backed by key local institutions, including the Qatar Investment Authority (QIA), Invest Qatar, and the Qatar Free Zones Authority (QFZ). In addition to QIA’s investment, Invest Qatar—the country’s main investment promotion body—seeks to accelerate Kingdee’s growth within the Free Zones and beyond. It will achieve this by providing insights into the regional business and market landscape while facilitating tailored connections where relevant.
In a statement, Mohammed bin Hamad bin Faisal Al-Thani, CEO of QFZ, said the partnership with Kingdee, established through the latter’s MENA entry via the Free Zones, represents “the final wave of the Qatar National Vision 2030.” He added that its integration will help “accelerate digital transformation and strengthen Qatar’s position as a gateway for next-generation solutions to drive economic diversification and sustainable growth.”
Founded in 1993, Kingdee is a publicly traded company listed on the Hong Kong Stock Exchange (HKEX).

Can China’s Kingdee turn Qatar into its MENA gateway?

Qatar

… Capital Investment increased their stakes. GS Biotech will use the funds to construct a production facility in Jiangsu. —<a href="https://36kr.com/p/3190289484259464">36Kr</a></li>
<li aria-level="1">Memsilicon, a chipmaker developing new resistive random-access memory (RRAM) and artificial intelligence computing solutions, has raised close to RMB 100 million (USD 14 million) in an angel funding round. Jinqiu Fund led the investment, with additional backing from Lenovo Capital and Xiaomi. —<a href="https://36kr.com/p/3191661388980611">36Kr</a></li>
<li aria-level="1">AstronStone, a commercial space tech company, has raised tens of millions of RMB in an angel funding round led by KylinHall Partners, with participation from Yingtan Aerospace and Shuimu Tsinghua Alumni Seed Fund. The funds will be used to accelerate R&amp;D for its reusable liquid-fueled rockets. —<a href="https://36kr.com/p/3189976512061316">36Kr</a></li>
<li aria-level="1"><a href="https://www.hydwinrobotics.com/">Hydwin</a>, an industrial solutions provider, has raised an eight-figure RMB sum in a Series A funding round. The round was led by a major port group, with continued backing from Seas Capital. Yirong Capital acted as the financial advisor. Founded in 2021, Hydwin specializes in ultra-high-pressure components and AI-powered cleaning solutions for shipbuilding and chemical industries. —<a href="https://36kr.com/p/3160379916982789">36Kr</a></li>
<li aria-level="1"><a href="https://www.newtrials.com.cn/#/">New Trials Medical Technology</a>, a digital clinical research platform, has raised tens of millions of RMB in a Series A+ funding round from Zhejiang’s “4+1” biomedicine and high-end equipment fund, Sherpa Healthcare Partners, and HongShan’s seed fund. The funds will accelerate its expansion and the deployment of its clinical trial platform. Established in 2020, New Trials digitizes trial processes, focusing on remote monitoring and patient reimbursement solutions for pharmaceutical companies and contract research organizations (CROs). —<a href="https://36kr.com/p/3181815389312130">36Kr</a></li>
<li aria-level="1"><a href="https://www.fuche.bio/">Future Bio</a>, a biotech startup focused on AI-driven materials innovation, has raised a seven-figure USD sum in an angel funding round led by Glory Ventures, with participation from K2VC, XtalPi, Capital O, IMO Ventures, and Leap Capital. Future Bio will use the capital for team expansion and pilot testing. The company has also formed an AI research partnership with XtalPi to advance material and process development. —<a href="https://36kr.com/p/3180431900823942">36Kr</a></li>
<li aria-level="1">Zhongxin New Carbon, a high-performance carbon materials manufacturer based in Xiamen, has secured an undisclosed amount of Series A funding from Xiamen Hi-tech VC. The proceeds will go toward capacity building, R&amp;D, marketing, and the construction of continuous carbon fiber production lines for military and civilian applications. —<a href="https://36kr.com/p/3184308424531329">36Kr</a></li>
<li aria-level="1"><a href="https://getech.cn/en/">GeTech</a>, a provider of AI-powered industrial solutions, has raised a nine-figure RMB sum in a Series C round of financing. The funding was provided by Optics Valley Financial Holding Group and Optics Valley Industrial Investment, among other investors. The capital will be used to expand its core businesses and acquire industrial AI companies. GeTech was founded in 2018 as a spinoff from TCL. —<a href="https://36kr.com/p/3182870770079105">36Kr</a></li>
<li aria-level="1"><a href="http://supervision-med.com/#/home">Super Vision Technology</a>, a medtech company, has completed a Series B funding round, bringing its total financing to the nine-figure RMB range. The company is developing novel treatments for congenital nystagmus (CN), a neurological eye condition affecting vision. The investors include Tsingstone Capital, Fosun Health Capital, Lapam Capital, Chang Development, Yuanpei Investment and Development, and Tsinghua Innovation Ventures. —<a href="https://36kr.com/p/3182819634108544">36Kr</a></li>
<li aria-level="1">Giantest Electronics, a semiconductor testing solutions provider, has secured over RMB 100 million in a Series B+ funding round. The funding was led by Chengdu Capital Group, with participation from Chengdu’s major industrial equity fund, Chengdu Tianfu Innovation Fund, and CyberNautea. —<a href="https://36kr.com/p/3180722297050246">36Kr</a></li>
<li aria-level="1">Yaoshun Technology, an edtech company, has secured several million RMB in an angel funding round. The investment came from Dino Fund, a joint venture between HongShan and VIPKid, along with a private education founder’s fund. Established in 2024, Yaoshun develops AI-powered phonics learning devices for children. —<a href="https://36kr.com/p/3181384358499465">36Kr</a></li>
</ul>
whereRelatedArticle
<h3>Bumame, Kredivo, SmartSolar, and more made recent headlines:</h3>
<ul>
<li aria-level="1">Bumame, an Indonesian healthcare startup, raised an undisclosed pre-Series A funding round led by Alpha JWC Ventures, with participation from 500 Global and Kopital Ventures.</li>
<li aria-level="1">Kredivo Group, a digital financial services provider in Southeast Asia, acquired GajiGesa, an Indonesian earned wage access (EWA) platform.</li>
<li aria-level="1">SmartSolar, a Vietnam-based startup, emerged from stealth with USD 1.85 million in seed funding, co-led by Picus Capital and 2degrees, with support from Iterative.</li>
</ul>
If there are any news or updates you'd like us to feature, get in touch with us at: <a href="mailto:hello@kr-asia.com">hello@kr-asia.com</a>.
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Deals in brief: Airwallex expands into Vietnam with CTIN Pay acquisition, Finory and Darwinbox raise funding, 16 new China deals, and more

Venture Capital

Private Equity

Investment

Merger &amp; Acquisition

Singapore

Malaysia

Indonesia

India

… started offering more scholarships for medical students and the parliament in 2023 passed a law allowing the recruitment of foreign specialists. But Sadikin said granting foreign doctors a license to practice in Indonesia remained tough.
This is largely because of resistance from the Indonesian Medical Association, or IDI, which demands that foreign recruits speak Indonesian and the recruitment be based on a "clear mapping" of needs.
"In principle, IDI has never rejected foreign doctors," the association's deputy chairman, Mahesa Paranadipa Maikel, told Nikkei. "IDI is just reminding [the government] … that there should be no welfare disparity between Indonesian and foreign doctors."
"Defense and security aspects also need to be considered … including access to health data and information," he added.
Sources familiar with the development of BIH, who spoke to Nikkei on condition of anonymity, suggested that the difficulty in attracting foreign recruits was contributing to the delayed opening, which was originally planned for 2023. The Bali hospital has indicated it intends to hire at least nine foreign specialists, but no practice license has been granted to any so far, according to one anonymous source.
Pertamedika IHC, the parent company of BIH, previously flaunted Mayo Clinic as its main partner for the project. But in 2023, the US hospital operator clarified that it would only serve in a consulting role and would not be involved in the operations.
"BIH should have been operational by now to serve as a foundation for other clinics, allowing them to rely on it for patients' medical checkups," one of the anonymous sources said.
The management of BIH and Pertamedika did not respond to Nikkei's requests for comments.
Despite the setback, InJourney continues to develop the area, investing 10 trillion rupiah into the project.
It has built a 5,000-delegate-capacity convention center and is revamping two beachfront hotels that are already open. It is also looking to host eight privately run clinics offering services ranging from stem cell treatment and geriatric care to hair transplants and plastic surgery.
InJourney CEO Maya Watono told Nikkei that foreign clinics are partnering with local health providers to build these centers and expected to bring "significant investment to the region." They include Germany's Alster Lake Clinic, which will build a cellular and antiaging therapy facility, and Malaysia's Alpha IVF, which will offer fertility treatments.
Christine Hutabarat, CEO of Hotel Indonesia Natour, InJourney's hospitality arm, estimated additional investments of up to IDR 10 trillion (USD 612 million) would be needed. "The Sanur aims to become the top choice for wealthy Indonesians seeking world-class medical treatment by early 2027."
Felicia Thje, a businesswoman from Surabaya, East Java, said she had been going to South Korea for aesthetic treatments, spending at least IDR 60 million (USD 3,672) for each procedure.
"Skin care and plastic surgery in South Korea really feel like self-care. The clinic takes care of everything, from accommodation, meals, and recovery, until I'm ready to go home," Thje said.
She added she might consider going to Bali instead, but wants to hear reviews from others first to see if "the services and results of treatments in Sanur ... match those in South Korea."
This article first appeared on <a href="https://asia.nikkei.com/Spotlight/ASEAN-Money/Indonesia-makes-1bn-health-care-bet-to-keep-rich-patients-at-home">Nikkei Asia</a>. It has been republished here as part of 36Kr’s ongoing partnership with <a href="https://www.kr-asia.com/nikkei-teams-up-with-36kr-in-asia-tech-news-coverage/">Nikkei</a>.

Indonesia makes billion-dollar health care bet to keep rich patients at home

Health Tech

… pinpoint where it’s happening—whether in the low-level controls, AI logic, or application software—and deploy a fix efficiently. That’s what makes our robots not only adaptable but also highly reliable in industrial environments.
<h3>36Kr: Right now, consumer robotics still accounts for a significant share of revenue. How do you view UBTech’s overall business composition?</h3>
JJ: Over the past year, our smart logistics segment has generated the highest revenue and is also our fastest-growing business unit. However, we’re seeing a balanced contribution across AI education, smart logistics, and consumer robotics. This balance is something we’re happy about—it reflects a diversified business model rather than an overreliance on any single category.
<h3>36Kr: UBTech Robotics is currently prioritizing B2B industrial applications. What is the long-term strategy for commercial and consumer markets? When do you expect to fully enter the consumer space?</h3>
JJ: It’s not about returning to the consumer market—we’ve always been working toward it. While we estimate that consumer humanoid robots will take around ten years to become commercially viable, that doesn’t mean we’re putting the space on hold. Our approach is centered on steady progress rather than a sudden market entry.
<h3>36Kr: How will UBTech expand from industrial applications into the consumer market?</h3>
MT: Our strategy follows a three-step roadmap. The first phase focuses on deploying humanoid robots in industrial settings, where they are already proving their value in factory operations. Once that foundation is established, we will gradually expand into commercial service applications, such as hotels, reception desks, and airports. The final stage will be the introduction of humanoid robots for household use, which we see as the most promising long-term application.
In the consumer space, we are taking a phased approach. The first milestone is companion robots—robots designed to understand user actions and provide meaningful interactions. We are currently developing biomorphic humanoid robots specifically for companionship. Once we establish a strong presence in this area, the next step will be full-service robots capable of executing complex household tasks. At this stage, humanoid robots will already be able to comprehend and break down intricate commands. As their mobility and dexterity improve, they will eventually evolve into fully functional home assistants.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This <a href="https://36kr.com/p/3163391423179522">article</a> was written by Song Wanxin for 36Kr.

UBTech’s humanoid robots ditch the spotlight for car assembly lines

Robotics

Deep Tech

BYD led China's passenger vehicle market in sales for the first time in 2024, highlighting the rise of privately owned companies in an industry long dominated by partnerships between state-owned and foreign automakers.
BYD's sales jumped 46% on the year to about 3.65 million vehicles, according to data compiled by MarkLines by corporate group. Sales at Zhejiang Geely Holding Group, another private automaker, grew 30% to rank third at 2.01 million vehicles.
Foreign automakers lost ground across the board. Volkswagen, which led the market for decades and once sold more than 4 million vehicles a year in China as a group, slipped to second place after sales sank 6% to 2.98 million. General Motors saw a 10% drop. Toyota Motor and Honda Motor also logged declines.
The Chinese government have, since the late 1980s, sought to foster its automotive industry through joint ventures between a few state-owned enterprises and foreign automakers that could supply them with technology. Volkswagen, GM, Toyota, and others grew their market share through tie-ups with the original "big three" of China FAW Group, SAIC Motor, and Dongfeng Motor.
More recently, technological innovation has allowed private automakers to take the lead.
As the government encouraged broader adoption of electric vehicles and plug-in hybrids, the likes of BYD and Geely prioritized these new energy vehicles. The industry has recently also seen such technology-sector entrants as Huawei Technologies and Xiaomi.
Sales of new energy vehicles, including exports, grew 36% to 12.86 million units in 2024, making up 41% of overall new automotive sales, data from the China Association of Automobile Manufacturers shows. Foreign and big state-owned companies that have arrived late to the game have become <a href="https://asia.nikkei.com/Business/Automobiles/China-s-foreign-auto-joint-ventures-lose-luster-under-EV-onslaught">less competitive</a> as a result.
GM last quarter booked USD 4 billion in charges related to restructuring Chinese joint ventures with SAIC Motor. Japanese automakers have been cutting staff and production capacity in the country.
State-owned Dongfeng and Chang'an Automobile said on February 9 that their parent companies each <a href="https://asia.nikkei.com/Business/Automobiles/Chinese-automakers-Changan-and-Dongfeng-seen-weighing-merger">plan to merge</a> with an unnamed "central state-owned enterprise," spurring speculation that the two will combine with each other. This could affect Honda and Nissan Motor, which have joint ventures with Dongfeng.
The ascent of private Chinese automakers has also begun to affect the global market, as BYD, Geely, and others leverage the cost-competitiveness they have honed in the world's largest auto market to make inroads abroad.
BYD's <a href="https://asia.nikkei.com/Spotlight/Electric-cars-in-China/BYD-global-sales-pass-4m-milestone-driven-by-plug-in-update">global sales</a> grew 41% to 4.27 million vehicles in 2024, surpassing Honda, Nissan, and Suzuki Motor for the first time. Although only about 10% were sold outside China, the company is gaining ground in Southeast Asia and Latin America.
Geely and its group brands logged record global sales of 3.33 million vehicles and aims to reach 5 million in 2027. Its Zeekr luxury EV line is available in over 40 markets.
The fierce competition among China's automakers in such areas as EVs, autonomous driving technology, and software-defined vehicles could make the country a main driver of innovation in the industry. The merger talks between Honda and Nissan came about partly as a way to <a href="https://asia.nikkei.com/Business/Automobiles/Honda-and-Nissan-to-begin-merger-talks-amid-EV-competition">compete with Chinese rivals</a>.
The US and the European Union, worried about China's growing car exports, have responded with tariffs. Chinese automakers, in turn, are moving to build cars in Europe to avoid duties there, and US President Donald Trump has made comments suggesting an openness to Chinese production on US soil.
This article first appeared on <a href="https://asia.nikkei.com/Business/Automobiles/BYD-takes-lead-in-China-auto-market-once-driven-by-state-backed-players">Nikkei Asia</a>. It has been republished here as part of 36Kr’s ongoing partnership with <a href="https://www.kr-asia.com/nikkei-teams-up-with-36kr-in-asia-tech-news-coverage/">Nikkei</a>.

BYD takes lead in China automotive market once driven by state-backed players

East Asia

Transportation

Electric Vehicles

Mobility

… into new product categories and adjacent industries.
Ultimately, success in Europe demands more than just great products. Companies must develop precise branding and marketing strategies, forge strong distributor relationships, and build robust after-sales and logistics networks to ensure smooth market penetration.
As competition intensifies, only those willing to adapt and invest for the long haul will maintain their edge in the European market.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This <a href="https://36kr.com/p/3160594876128002">article</a> was written by Huang Nan for 36Kr.

As Europe trades down, can Chinese smart hardware win over consumers?

Retail

Consumer Services

… strengthening AI-powered voice capabilities</h3>
Zendesk, a global provider of artificial intelligence-powered customer service solutions, has signed a definitive agreement to acquire Local Measure.
Local Measure specializes in “contact center as a service” and AI-driven voice solutions designed for high-volume, complex service environments. Its technology offers automation, call routing, and real-time insights to enhance service quality.
The acquisition is expected to bolster Zendesk’s capabilities, allowing businesses to implement more sophisticated customer engagement strategies. The transaction, subject to customary regulatory approvals, is expected to close in May 2025.
<h3>Kyobo Life invests in AIFT to advance AI security in South Korea</h3>
Kyobo Life Insurance, through its technology subsidiary Kyobo Digital Technology Services (Kyobo DTS), has invested in AIFT, an AI security solutions provider. The partnership aims to introduce generative AI vulnerability assessment and protection solutions to South Korean enterprises.
AIFT’s technology enables organizations to identify, evaluate, and mitigate AI-related security risks—a crucial capability ahead of South Korea’s planned AI risk management mandates starting in 2026.
Kyobo DTS will lead local sales and marketing efforts while integrating AIFT’s AI security solutions into its broader enterprise digital transformation strategy.
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whereRelatedArticle
<h3>Edge Tutor, Techcoop, InsuranceDekho, and more made recent headlines:</h3>
<ul>
<li aria-level="1">Edge Tutor, an online tutoring outsourcing company, received USD 1 million in a pre-Series A funding round from Seaborne Capital, M Venture Partners, Kaya Founders, Orvel Ventures, Ideaspace, the Lorinet Foundation, and angel investors.</li>
<li aria-level="1">Techcoop, a Vietnam-based agritech platform, bagged USD 70 million in a Series A funding round, comprising equity and debt financing. The equity portion was co-led by TNB Aura and AVV, with participation from BlueOrchard, FMO, AppWorks, and Capria Ventures.</li>
<li aria-level="1">InsuranceDekho, an insurtech platform, raised USD 70 million in a follow-on funding round co-led by Beams Fintech Fund, Mitsubishi UFJ Financial Group (MUFG), and BNP Paribas Cardif’s insurtech fund managed by Eurazeo.</li>
</ul>
If there are any news or updates you'd like us to feature, get in touch with us at: <a href="mailto:hello@kr-asia.com">hello@kr-asia.com</a>.
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Deals in brief: Wavemaker Impact launches Zentide, Arus Oil and Bumame secure funding, Kredivo acquires GajiGesa, and more

Vietnam

Australia

Oceania

The latest wave of South Korean culture sweeping through Japan stands out from previous ones in how deeply it has penetrated the market in areas like food, cosmetics, and other goods.
At a grocery store in Tokyo's Katsushika ward, South Korean favorites like fruit vinegar and "mandu" dumplings stood out on the shelves.
The vinegar is popular among women, and has spread to about 50% of retailers since being released in the country a decade ago, according to CJ Foods Japan, the Japanese subsidiary of leading South Korean food company CJ CheilJedang that distributes the products.
CJ CheilJedang is adopting a strategy of collaboration with Japanese food manufacturers, including snack and dairy product maker Meiji.
In 2024, it launched a drink combining its fruit vinegar with Meiji's yogurt. The drink has already surpassed products from Mizkan, a venerable Japanese vinegar maker, to take the top spot in the domestic vinegar drink market.
CJ is in discussions with Meiji to sell a smaller size at Japanese convenience stores from this March. "If the opportunity arises, we would like to expand our collaboration with companies other than Meiji, such as in carbonated drinks," said a department head at CJ Foods Japan.
CJ manufactures mandu at facilities in Japan it acquired from Japanese "gyoza" dumpling maker Gyozakeikaku in 2019, selling them under the Bibigo brand. It is aiming to plant deep roots in the Japanese market through partnerships and acquisitions, eyeing new business opportunities.
While South Korean food and beverage products are gradually carving out a place in the Japanese market through collaboration with local players, cosmetics are already at the top, as South Korea surpassed France to become the number one import source by value in 2022.
South Korean brands have achieved low prices by utilizing social media-based advertising and promoted themselves by hiring popular influencers and idols.
Cosmetics chain Olive Young established a Japanese subsidiary in May 2024. The South Korea company has not yet decided on opening a physical store in Japan, but is gathering data on the brands it handles and looking for opportunities.
This most recent wave of South Korean culture is spreading to previously nascent sectors like stationery and sundries. Loft, a Japanese general goods store popular with foreign tourists, hosted a limited-time event in October 2024 for goods related to Zanmang Loopy, a popular South Korean character.
"As attention is focused on South Korean cosmetics, related products like stationery with characters have also started to attract attention," said a Loft representative.
At a South Korean cosmetics event held at the store from October 2024, sales were up 40% from the previous year, with the buzz spilling over to sundries as well.
Shopping center chain Parco, meanwhile, partnered with Hyundai Department Store in April 2024, opening a pop-up store at a Parco in <a title="" href="https://asia.nikkei.com/Spotlight/Society/Tokyo-s-Shibuya-scrubs-away-graffiti-as-companies-lend-hand" target="_blank" rel="noopener">Tokyo's Shibuya district</a> selling goods from South Korean apparel brand Emis and others.
The South Korean government is backing these initiatives. In the food sector, Seoul began promoting exports as part of its "K-food+" export innovation strategy after the 15-country Regional Comprehensive Economic Partnership came into effect in 2022, to which Japan and South Korea belong.
As part of this initiative, the Korea Trade-Investment Promotion Agency held the Korea Brand &amp; Entertainment Expo (KBEE) for three days in October 2024, combining entertainment with business exchanges.
Against the backdrop of a K-pop idol concert for about 40,000 Japanese fans at Saitama Super Arena outside Tokyo, instant noodles, cosmetics, and other South Korean products were on display.
South Korean products often use promotions linked with entertainment like K-pop and movies.
CJ, which has a division dedicated to entertainment, released products in collaboration with the second season of the <a title="" href="https://asia.nikkei.com/Business/Media-Entertainment/Squid-Game-draws-tie-ins-with-Samsung-Kia-and-more-before-new-season" target="_blank" rel="noopener">Netflix drama "Squid Game," </a>which began streaming worldwide in late December 2024. Packaging for mandu and other items featured the show's characters, as the company looks to expand sales channels beyond Japan.
Although South Korean food exports to Japan are still small, "many food products from South Korea do a good job of incorporating the Korean image of beauty and health, and are creating trends in Japan, especially among young people," said a representative of Meiji's global dairy business division.
<a title="" href="https://asia.nikkei.com/Business/Business-deals/Japan-s-Kose-to-buy-Thai-beauty-brand-Panpuri" target="_blank" rel="noopener">Japanese skin care company Kose</a> is also keeping a close eye on South Korean trends. "South Korean brands are very well received in Global South markets," said Kose president Kazutoshi Kobayashi. "We'd like to copy their good points and quickly release products suitable for the local market."
This article first appeared on <a href="https://asia.nikkei.com/Business/Food-Beverage/South-Korean-food-and-cosmetics-drive-Japan-s-latest-K-boom">Nikkei Asia</a>. It has been republished here as part of 36Kr’s ongoing partnership with <a href="https://www.kr-asia.com/nikkei-teams-up-with-36kr-in-asia-tech-news-coverage/">Nikkei</a>.

South Korean food and cosmetics drive Japan's latest K-boom