This page was translated from the original Japanese by AI. Read the original article in Japanese

"SEONGSU JAPAN SHIBUYA 2026" to be held in Shibuya, gathering Korean cosmetics for seven days

"SEONGSU JAPAN," operated by KITERU LLC, will hold "SEONGSU JAPAN SHIBUYA 2026," a pop-up event where you can experience K-beauty culture from Seongsu, Korea, in Japan.

The event runs for seven days, from Wednesday, July 29 to Tuesday, August 4, 2026, at "OPENBASE SHIBUYA" in Shibuya, Tokyo. According to KITERU LLC, advance registrations have already passed 5,000 people ahead of the event, drawing attention from many K-beauty fans.

SEONGSU JAPAN

Experience K-beauty culture from Seongsu in Shibuya

"SEONGSU JAPAN" is a project that brings the K-beauty culture born in the Seongsu area of Seoul, Korea, to Japan.

Interest in Korean cosmetics has been growing in Japan in recent years, but many brands operate mainly online or offer few chances to pick up and try their products. The company aims to provide a place where you can truly experience textures, colors and feel that are hard to judge online.

A wide range of K-beauty brands in skin care, makeup, body care and more will gather at the venue. Items from brands that are still rarely encountered in Japan can also be picked up and tried freely.

Discover the appeal of K-beauty through a variety of experiences

"SEONGSU JAPAN SHIBUYA 2026" offers not only product displays and sales but also activities that let visitors experience the appeal of K-beauty and find items that suit them.

Specifically, the following experience programs are planned.

  • Compare "cooling cosmetics" in summer Shibuya: A comparison of K-beauty items with a cooling feel, ready for the hot summer, is planned. You can feel the differences in texture and feel. *Limited quantities, first come, first served; ends when they run out. Dates and times vary depending on conditions on the day.

  • Compare and try sunscreens you are curious about on the spot: This program lets you actually try and compare sunscreens, which are essential for summer skin care. You can check how well they spread, their texture, how they blend into the skin, and more. *Limited quantities, first come, first served; ends when they run out. Dates and times vary depending on conditions on the day.

  • Brand samples as gifts, first come, first served: During the event, samples from participating brands are planned to be handed out to visitors. They can be a chance to try new items. *Planned at some participating brands. Limited quantities, first come, first served; ends when they run out.

  • Items you like at event prices: Items you try and like at the venue can be bought on the spot. Some products will be sold at special event prices. You can enjoy a shopping experience unique to a live event: "try it, and buy it once you are convinced."

  • Follow brands and get gifts!: A gift program you can join by following the official social media accounts of participating brands is also planned. *Planned at some participating brands. Limited quantities, first come, first served; ends when they run out. Gift details and conditions vary by brand and program.

Overview of "SEONGSU JAPAN SHIBUYA 2026"

Event details are as follows.

Many other brands will also take part. Details of all participating brands and each program will be announced on the SEONGSU JAPAN official site as they become available.

SEONGSU JAPAN official site: https://seongsujp.com/

It is expected to be seven days to experience the latest K-beauty culture from Seongsu, Korea, in Shibuya, Tokyo.

See all articles →