"SEONGSU JAPAN," a K-beauty project run by KITERU LLC, will hold "SEONGSU JAPAN YURAKUCHO 2026" on the 1st and 3rd floors of Yurakucho Marui for 14 days, from Monday, September 7 to Sunday, September 20, 2026.
Themed around the Japanese "ennichi" festival, the event offers Korean cosmetics "cosme scooping," tester experiences, offline sales, and makeup experiences by Korean makeup artists.
A 14-day Korean cosmetics "ennichi" festival at Yurakucho Marui
SEONGSU JAPAN YURAKUCHO 2026 takes place on the 1st and 3rd floors of Yurakucho Marui.
The event runs from Monday, September 7 to Sunday, September 20, 2026, from 11:00 to 20:00.
A carefully selected lineup of cosmetics, including brands not yet launched in Japan
According to KITERU LLC, it will introduce a carefully selected group of brands that are "not yet in Japan, but hot right now" from among the new beauty brands and products drawing attention in the Seongsu area of Seoul, Korea.
The brands and products to be introduced were reportedly narrowed down based on visitor reactions at previous SEONGSU JAPAN events, compatibility with Japanese consumers, and the characteristics of each brand and product.
In this way, the event aims to offer a place to be among the first to experience K-beauty that is not yet well known in Japan but is starting to attract attention in Korea.
From trying to buying: offline sales are also available
At "SEONGSU JAPAN SHIBUYA 2026," held in Shibuya, Tokyo in July 2026, sales were mainly online, so many visitors said things like "I want to buy the products I like on the spot" and "I want to take them home right away."
In response to this feedback, the Yurakucho edition will offer offline sales in addition to the experiences.
Visitors can check the textures, colors and feel of products at the venue and buy the ones they like on the spot. Event-exclusive prices are also planned.
A variety of content, including "cosme scooping" and professional makeup experiences
The following content is prepared for the event.
Cosme scooping
Instead of scooping goldfish, you scoop Korean cosmetics and take home as many as you can scoop. Advance entry is required to participate.
Advance entry is completed by following the official X (@seongsu_jp) and Instagram (@moonrin05), reposting and quoting the entry post, submitting the form on the official website, and adding the official LINE as a friend. On the day, redemption coupons are distributed at the 1F reception, and participants are guided to the ennichi venue on 3F. Limited quantity, first come, first served; one try per person.
Details on advance entry for cosme scooping (X): https://x.com/seongsu_jp/status/2094615980916052064Tester experience
From skincare to makeup, you can pick up and try the items you are curious about.Korean makeup artists visiting Japan
Experience "idol makeup" like K-pop idols and "actress makeup" like the heroine of a Korean drama on the spot. Personal makeup consultations are also available for those who "don't know what makeup suits me" (seats are limited, first come, first served).Photo spot
Take commemorative photos in a space that recreates the atmosphere of Seongsu, Seoul.
Following Shibuya and Hakata, expanding real-life touchpoints with K-beauty
SEONGSU JAPAN follows its July 2026 event in Shibuya, Tokyo (OPENBASE SHIBUYA) and its August to September event at Hakata Marui in Fukuoka, making the Yurakucho event the third of 2026.
KITERU LLC says that while Korean cosmetics have become familiar through social media and e-commerce, places where people can actually pick them up, try them and buy with confidence are still limited.
Through pop-up events, the company plans to keep expanding real-life touchpoints that connect Korea's "right now" trends with Japanese consumers.
Event overview
Event name: SEONGSU JAPAN YURAKUCHO 2026
Official website: SEONGSU JAPAN official website
Period: Monday, September 7 to Sunday, September 20, 2026, 14 days in total
Hours: 11:00 to 20:00
Venue: Yurakucho Marui, 1F and 3F
Main content: Korean cosmetics tester experiences, product sales (event-exclusive prices), cosme scooping (advance entry required), makeup experiences and personal makeup consultations with Korean makeup artists, photo spots, and more
* Event content and hours are subject to change without notice.
* Sales prices and product lineups vary by brand and product.
* Cosme scooping and makeup experiences are limited in quantity and seats. Please check the official website for details on entry conditions.
