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 Tokyo’s Shibuya district 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 & 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 Netflix drama “Squid Game,” 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.
Japanese skin care company Kose 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 Nikkei Asia. It has been republished here as part of 36Kr’s ongoing partnership with Nikkei.