▲ Leferi's “K-beauty select store” event takes place in Tokyo in partnership with Amazon Korea on April 2 to 13, 2026, in this photo provided by the South Korean beauty creator firm. (PHOTO NOT FOR SALE)(Yonhap)

SEOUL, April 16 (Yonhap) -- Leferi said Thursday it has successfully operated a “K-beauty select store” in Tokyo in partnership with Amazon Korea.

The event was held for 12 days from April 2 to 13 at the J6 Building in Omotesando, Tokyo, marking its largest scale to date.

According to the company, key figures, including Jeong Gyeong-rok, commercial attaché at the South Korean Embassy in Japan, Park Young-hye, head of the Korean Cultural Center in Japan, and Jeong Ha-rim, director of the Tokyo Global Business Center under the Korea SMEs and Startups Agency, visited the venue, while some government officials sent congratulatory messages.

Jang Yong-soo, consul general of South Korea in Sapporo, said in an official message that K-beauty has now become a global standard and expressed hope that the project would lead to meaningful achievements for promising Korean companies competing on the global stage.

Leferi said it provided global online and offline distribution infrastructure that individual brands find difficult to establish on their own and was recognized by various stakeholders for contributing to the expansion of K-beauty companies into the Japanese market.

The company plans to open similar select stores in major cities worldwide, including in the United States, Southeast Asia, Europe and the Middle East.

Choi In-seok, CEO of Leferi, said the event highlighted brands selected by Korean beauty creators and served as a stepping stone for Korean beauty firms’ overseas expansion.

“We will leverage our intellectual property, creator big data and global distribution network to promote the excellence of Asian beauty worldwide,” he said.

jwc@yna.co.kr

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