▲ Rendering image of Amuse’s official store at CentralWorld shopping mall in Bangkok. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, May 12 (Yonhap) -- Shinsegae International’s beauty brand Amuse said Tuesday it has opened its first official store in Thailand at Bangkok’s CentralWorld shopping complex as part of its push into the Southeast Asian market.

 

Amuse Korea said it signed an exclusive retail agreement with Thailand’s largest retailer, Central Group, and launched the store at CentralWorld on Tuesday.

 

CentralWorld is one of Thailand’s major shopping landmarks, home to global luxury and trendy brands and known for heavy foot traffic from both local consumers and tourists.

 

Amuse plans to use the location as a strategic base for expanding across Southeast Asia.

 

The company will also operate a large-scale pop-up store titled “Amuse in Bangkok” on the first floor of CentralWorld from May 15-17.

 

Visitors will be able to try key products such as “Jel-Fit Gloss” and “Dew Tint” and participate in interactive mission-based events. Customers who complete the missions will receive prizes, including mini lip products.

 

Jang Won-young, Amuse’s global ambassador, will attend the opening day event.

 

The brand also plans to run advertising campaigns using LED media displays inside and outside the CentralWorld complex during the event period.

 

Building on the Thailand launch, Amuse plans to expand into additional Central Group-operated shopping malls and department stores later this year.

 

The company is also seeking entry into 100 stores operated by drugstore chain Mannings in Hong Kong and Macau, as well as 18 Matsumoto Kiyoshi stores and six AEON outlets.

 

In the second half of the year, Amuse plans to expand into North America and Eastern European markets, including Russia and Poland.

 

An Amuse Korea official described Thailand as a strategic market with rapidly growing demand for K-beauty and fast-moving beauty trends.

 

jwc@yna.co.kr

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