IROA Co., Ltd. held the Korean wellness and beauty pop-up "OXO Project" (abbreviated "OXOP.") in Omotesando, Tokyo, for three days from Friday, August 7 to Sunday, August 9, 2026.
About 3,000 people attended, including general visitors, more than 50 members of the media, more than 200 influencers, and many industry professionals such as buyers and people from retail and distribution.
Experiencing Korean brands under the theme "exercise x beauty x food"
At OXOP., rather than simply displaying and sampling products, the event offered a wellness experience combining "exercise x beauty x food."
Mat classes were held every day for four days, from Thursday, August 6, the day before the pop-up opened, to the final day, Sunday, August 9. After moving their bodies in classes such as Pilates, visitors could try body care and skincare items at the brand booths in the venue.
After the classes, toast from the Korean toast brand "ISAAC TOAST" and tea from the Korea-born tea brand "ONEUN" were served, giving participants time to connect with one another and deepen their experience of the brands.
A class by the Korea-born self-conditioning brand "SNPE" was also held for the first time in Japan, giving participants a chance to experience the brand's own method while moving their bodies.
A running event that also suggested post-workout recovery
On Friday, August 7 and Saturday, August 8, a collaboration event with the running community "FMC STUDIO" was held. Participants gathered at the OXOP. venue and ran around Omotesando.
After returning to the venue, they spent cool-down time with ice cream from yoajung, tea from ONEUN, and the active booster from the inner beauty brand "Bugiyounghwa," which is scheduled to go on official sale in Japan.
They then tried products for post-workout recovery and daily condition management, such as body care, self-conditioning and skincare. By pairing the products with an actual exercise scene, running, the event offered a brand experience that let visitors picture how to work them into a specific lifestyle.
A diverse lineup of wellness and beauty brands from Korea gathers
This OXOP. brought together wellness, beauty and lifestyle brands, mainly from Korea. Beyond merely displaying products, each brand's concept and story was introduced through booths where visitors could see, touch and experience the products.
The exhibiting brands are as follows.
OYOT: A vegan skincare brand with the concept of "applying a tea ceremony." It introduced sunscreen, toner and more.
nutseline: Offers self-massage products, including items that combine a gua sha tool with a body serum.
diachic: A hair care brand born from the beauty salon "LEEKAJA." It introduced hair oil and more.
ARWE: A brand that proposes a salon-level hair and body care experience. It offered body wash and more.
SNPE: A self-conditioning brand that approaches posture, pelvis and muscles. It also held its first class in Japan.
EXOPROXYL: A research-and-development-based dermo-cosmetics brand. It is sold at more than 200 pharmacies in Korea.
hersteller: A vegan beauty brand. It also unveiled new products, such as a solid perfume in a keychain form.
sohme: A hybrid beauty brand offering makeup items formulated with skincare ingredients. The event was its first offline experience in Japan.
yoajung: A Greek yogurt brand. Its ice cream was offered to visitors and served for cooling down after the running event.
ISAAC TOAST: A brand representing Korea's toast culture. It offered tastings of jams and sauces and served toast.
ONEUN: A blended tea brand. It proposed wellness through offerings such as iced tea.
MYRÓA: IROA Co., Ltd.'s wellness brand. It proposed items such as oval yoga mats and activewear.
Bugiyounghwa: An inner beauty brand for which IROA Co., Ltd. is the exclusive distributor in Japan. It offered items such as an active booster containing L-carnitine.
Collaboration with beauty and dental clinics
In addition to product experiences from the exhibiting brands, OXOP. also featured partnerships with Korean beauty and dental services.
Through collaboration with Korea's "MAKE DENTAL CLINIC" and "OWN CLINIC," beauty treatment vouchers and dental treatment vouchers were offered as prizes in the lucky draw held at the venue.
This gave visitors a chance to learn not only about cosmetics and wellness items but also about beauty and dental services they can actually experience in Korea. By introducing beauty services as well as products, the event created a touchpoint for experiencing Korea's beauty and wellness culture in a more three-dimensional way.
"OXO Project" event overview
Event name: OXO Project | Global Wellness & Beauty POP UP EVENT
Pop-up period: Friday, August 7 to Sunday, August 9, 2026
Venue: Jingumae Court C 1F, 4-24-3 Jingumae, Shibuya-ku, Tokyo 150-0001
Participating brands and partners: OYOT / nutseline / diachic / ARWE / EXOPROXYL / SNPE / hersteller / sohme / ISAAC TOAST / ONEUN / yoajung / MAKE DENTAL CLINIC / OWN CLINIC / Bugiyounghwa / MYRÓA
Organizer: IROA Co., Ltd.
Related links
IROA Co., Ltd. says that through OXOP. it will continue to connect the wellness and beauty scenes of Japan and overseas and create encounters with new brands, products and culture.
