Luna has opened a pop-up store in Tokyo as part of its effort to strengthen its position in Japan. The makeup brand, owned by Aekyung Industrial, said the activation supports a broader expansion strategy in a market where it has grown from e-commerce entry in 2021 to more than 10,000 offline points of sale.
Tokyo Activation Builds on Existing Footprint
The pop-up is located in Shin-Okubo at K-beauty select shop A:PERS, an area known for strong Korean beauty traffic in Japan. Luna said the space features its core portfolio, including the Long Lasting Tip Concealer, alongside complexion and lip products.
That matters because the pop-up is not a first-entry move but an effort to build visibility and trial on top of an already scaled distribution base. For Dewsia readers, the more relevant signal is Japan channel depth rather than the activation itself.
Experiential Retail in a Competitive Market
Luna said the pop-up is designed to increase awareness, product trial, and local consumer insight as part of its wider global growth strategy. The choice of Shin-Okubo suggests the brand is leaning on an established K-beauty cluster to reinforce recognition in a competitive Japanese market.
