This is the world's largest cosmetics retailer's store in New York's Times Square.
Korean cosmetics have taken center stage in a high-traffic, bustling area.
Korean distribution companies handled product planning, selection, and display methods, making it look as though a store from Seoul was lifted and moved entirely.
Even South Korea's signature fast turnover rate, which continuously changes product lineups based on consumer response, has been applied directly.
As the popularity of K-beauty grows, the trend has moved beyond simply importing proven products from South Korea to now adopting store operations and sales methods in the US market.
[Tatiana / New York: It is really great that we can now buy these amazing products here in the US instead of having to get them in Korea. The selection is much broader, and shopping has become a lot more convenient.]
Amid the K-beauty craze, South Korea's cosmetics exports in the first half of this year reached an all-time high.
In particular, exports to the US ranked first, and as demand continues to grow, the ways of penetrating the market are also diversifying.
In Soho, an area in New York where trend-sensitive people gather in large numbers, a space has been established where people can preview and experience Korean cosmetics in advance.
Despite the rainy weekday today, so many people are visiting this place.
Consumers can freely try out Korean products here and also receive expert consultations.
Companies aiming to enter the US market have created this space to move away from relying solely on local distribution networks and instead communicate directly with consumers to figure out what they truly want.
[Hana / Cosmetics Company CEO: Rather than supplying or marketing through certain channels, I thought that coming directly and understanding consumers is a way to build long-term competitiveness in the market.]
In the US market, notorious for its high barriers to entry, Korean cosmetics have now moved beyond a passing fad, surpassing France to maintain the number one spot for imported cosmetics.
Reported by Kim Hyun-woo | Producer: Lee Seyoung | Camera Filming: Lee Hee-hoon | Video Editing: Chang Hyun-ki | Produced by SBS Digital News
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