▲ This image of Amuse's regular store at Central Ladprao in Thailand is rendered and provided by Shinsegae International. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, Aug. 12 (Yonhap) -- South Korean beauty brand Amuse, owned by Shinsegae International, will open its second regular store in Bangkok as it expands its distribution network in Thailand, the company said Wednesday.

 

Amuse will open its second Thai store at Central Ladprao shopping mall in northern Bangkok on Aug. 14.

 

Central Ladprao is a major commercial district located at a transportation hub and surrounded by large residential complexes, government agencies, corporate headquarters and offices.

 

Amuse has designated Thailand as a strategic base for expanding its business in Southeast Asia. In May, it signed an exclusive distribution agreement with CMG, an affiliate of Thailand's Central Group, and opened its first regular store at Bangkok's CentralWorld shopping mall the same month.

 

The company also plans to expand its presence at KIS, a health and beauty store chain operated by Central Group.

 

Alongside the opening of its second store, Amuse will run a pop-up store at Central Chidlom, a premium department store in Bangkok, through Aug. 15.

 

At the pop-up, Amuse will introduce "Skin Ready," its first skin-care product, to overseas markets for the first time. The product is a toner-pad designed to prepare the skin before makeup application.

 

Amuse also plans to carry out marketing campaigns featuring local makeup artists and influencers.

 

"Thailand is a market with both strong interest in K-beauty and high growth potential," an Amuse Korea official said. "We will develop Thailand into a key base for our global business expansion, offering products tailored to local consumer preferences and differentiated brand experiences."

 

jwc@yna.co.kr

[ⓒ K-VIBE. 무단전재-재배포 금지]