Why new Korean brands pop up on Qoo10 every week: Mega Debut
Open Qoo10 Japan lately and you will see a lot of Korean brands you have never heard of. Much of that comes from Mega Debut, a launch programme for brands entering Japan. FASHIONSNAP reported its first-year results.
Year one (2025)
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About 200 brandstook part, with cumulative post-debut sales ofover ¥3.5 billion.
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A debut comes with a 30% coupon (bigger than the usual 20% Mega Wari discount), early reviews gathered through sampling, and social media exposure.
What changes in 2026
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Scaling up to support about 300 brands a year.
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Exposure extended from one week to two, and featured brands per week raised from four to six.
According to the article, Qoo10 holds roughly 30% of Japan's online beauty market, and beauty makes up over 70% of platform sales.
As a shopper, it helps to know that some reviews come from sampling. Read post-purchase reviews too, not just the star rating.
Do you like trying new Korean brands, or do you stick with your favourites?
Source: FASHIONSNAP — Qoo10 Mega Debut passes ¥3.5 billion in sales, enters a new phase
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