Kao Corporation has announced that its global prestige brand "SENSAI" will enter Thailand for the first time on July 31, 2026, opening a store in the luxury department store "CENTRAL Chidlom" in the capital, Bangkok.
In mid-August 2026, it will also open its fourth store in Indonesia, a flagship store, in the department store "Plaza Indonesia" in central Jakarta. With this expansion, the brand aims to strengthen its presence in the Asian market and accelerate its global growth.
The importance of the Asian market in global strategy
"SENSAI" has established itself as a luxury brand, mainly in Europe, and is sold in more than 40 countries and regions around the world. In recent years, the brand has positioned the Asian market, including Japan and China, as a future growth driver and has been strengthening its efforts there.
It is promoting "integrated Asia operations," including travel retail, and is pursuing a brand strategy that treats Asia as a single market. The entry into Thailand and the opening of the Indonesian flagship store are described as part of this strategy.
Toward building its "Global Sharp Top" business, Kao makes strategic investments in "SENSAI" as one of the six brands responsible for the global growth of its cosmetics business, and plans to continue focusing on it.
Details of the first entry into Thailand
The first "SENSAI" store in Thailand will open in "CENTRAL Chidlom," one of Bangkok's leading luxury department stores.
The company says it aims for further growth in Asia by increasing touchpoints with affluent customers, extending the value of the luxury brand it has built in Europe to the Thai market, and expanding brand awareness and customer contact.
An overview of the Central Chidlom store in Thailand is as follows.
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Location: Central Chidlom
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Address: 1027, Ploenchit Road, Lumpini, Pathumwan, Bangkok
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Opening hours: 10:00-22:00
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Opening date: July 31, 2026
Opening of the Indonesian flagship store
"SENSAI" has already been present in Indonesia since 2025. It will now open its first flagship store, and its fourth location in the country, in the luxury department store "Plaza Indonesia" in central Jakarta, the capital.
The flagship store will offer a special store design that embodies "SENSAI" and an all-hand treatment menu, building on the foundation as a luxury brand it has long cultivated in Europe.
At the end of each treatment, a cup of sencha will be served to express gratitude for the encounter, in the spirit of "ichi-go ichi-e hospitality." Through counseling and treatments rooted in Japanese aesthetics and embodying the brand's spirit of "living with care and delicacy," visitors will be able to experience the world of "SENSAI."
An overview of the Indonesian flagship store is as follows.
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Location: Plaza Indonesia
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Address: Jl. M.H. Thamrin Kav. 28-30, Jakarta
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Opening hours: 10:00-22:00
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Opening date: Mid-August 2026
About the "SENSAI" brand
Since its birth in 1983, "SENSAI" has continued its "Made in Japan" craftsmanship, placing its distinctive careful skincare method and hospitality, along with "Koishimaru silk," a rare traditional Japanese silk, at the core of its product concept.
In addition to products that blend Japanese aesthetics with SENSAI's advanced technology to lead to beautiful "Silky Skin," its careful skincare method "Saho (etiquette)"*¹ inspired by the tea ceremony has resonated with people and is supported by luxury customers with rich sensibilities.
*¹ Saho (etiquette): Carrying out double cleansing (removing makeup with a cleanser and then washing the face) and double moisturizing (moisturizing the skin with toner and then using emulsion or cream) with care, as if cherishing the skin.
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"SENSAI" brand site: https://www.sensai-cosmetics.com/jp/ja/
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Reference information on the six strategic brands responsible for global growth in Kao's cosmetics business: https://www.kao.com/jp/newsroom/news/release/2026/20260731-002/
