GRACE Inc. Accelerates Entry into Japan’s Premium Retail Market with Isetan Shinjuku Pop-up Featuring House of Dohwa and Tea Collective

GRACE Inc., a global health & beauty distribution company, has successfully concluded a pop-up store at Isetan Shinjuku, Japan’s leading luxury department store, featuring K-beauty brands House of Dohwa (Dohwaga-in) and Tea Collective, further accelerating its expansion into the Japanese premium market.

The pop-up was held from April 22 to April 29 at Beauty Apothecary, B2F of Isetan Shinjuku Main Store, marking the brands’ first presence within a top-tier department store channel in Japan. Through this initiative, GRACE aims to rapidly build brand awareness among premium consumers while conducting a strategic test of initial market response.

Leveraging its established distribution network and retail execution capabilities in Japan, GRACE planned and operated the pop-up as a brand-building platform, going beyond simple retail placement to integrate brand concept and customer experience. Both brands, known for their differentiated ingredient storytelling and strong brand identity, delivered immersive brand experiences directly to Japanese consumers.

On-site activations included a Dohwaga-in facial experience zone, along with various promotional initiatives such as GWPs, discounted bundles, Isetan app coupons, and pop-up exclusive kits, all designed to maximize conversion. Through this approach, GRACE structured a consumer journey that connects experience, purchase, and repeat visits.

This pop-up serves as a key testbed for market entry in Japan, providing valuable data to inform future distribution expansion strategies. Dohwaga-in aims to build local awareness and validate consumer response through offline sales, while Tea Collective plans to further define its positioning through product line expansion.

GRACE has established a multi-layered distribution strategy in Japan, spanning variety shops, drugstores, CVS channels, and department stores, supporting the phased market entry of Korean brands. By aligning brand execution and content strategy with channel-specific consumer behavior, the company continues to drive successful market entries in Japan.

A GRACE representative stated,
“Premium channels such as Isetan Shinjuku serve as critical touchpoints for effectively communicating brand value. Starting with this pop-up, we will continue to integrate distribution and marketing to drive sustained brand growth in the Japanese market.”