GRACE Inc., a global health & beauty company (CEO Abraham Cho), is accelerating its expansion in the Japanese market through its collaboration with leading Japanese retailer Don Quijote, while further strengthening its brand-building capabilities.
Based on this strategic partnership, GRACE is rapidly expanding its local offline distribution network, going beyond simple retail placement to actively participate in brand strategy development, in-store execution, and consumer engagement. Leveraging Don Quijote’s nationwide retail network, the company is simultaneously building brand awareness and sales structure, increasing its overall market influence.
As part of this collaboration, GRACE recently participated in “Doncos Festival 2026,” a major beauty event hosted by Don Quijote. The event, which brings together leading cosmetic brands, buyers, and beauty creators in Japan, is widely recognized as a key platform for experiencing the latest beauty trends.
At the event, GRACE focused on delivering brand concept and experience directly to consumers, while also capturing real-time consumer feedback. Through on-site operations and direct consumer communication in collaboration with Don Quijote, the company successfully enhanced both brand awareness and consumer preference, reinforcing its role as a brand builder rather than just a distributor.
In parallel, GRACE is accelerating distribution expansion within the Don Quijote channel. The company has recently completed nationwide store rollout across all locations in Japan for its portfolio brands, establishing a comprehensive offline retail network. This has enabled the creation of a growth model where distribution, brand exposure, consumer experience, and purchase are seamlessly connected.
GRACE has continued to build its localization capabilities in Japan through various brand-building initiatives. Last year, the company operated pop-up stores introducing Musinsa Beauty brands such as Oddtype, Whizzy, and Rest & Recreation, attracting over 2,000 visitors from the Gen Z demographic. In addition, Oddtype participated in Cosme Week Tokyo, Japan’s largest beauty trade show, receiving positive feedback from global buyers.
Through this integrated approach—connecting pop-ups, events, and retail distribution—GRACE is designing and executing the full brand-building journey, from awareness to consumer experience and retail expansion, continuously enhancing brand value in the Japanese market.
A GRACE representative stated,
“Localized events such as Doncos Festival go beyond simple brand exposure—they serve as critical touchpoints to build both consumer experience and brand awareness. Moving forward, we will continue to maximize brand value and expand our presence in Japan through strategic partnerships with key retailers, including Don Quijote.”
Meanwhile, GRACE has established a multi-channel retail strategy in Japan, covering variety shops, drugstores, and CVS channels, and continues to deliver strong performance by aligning brand execution with local consumer trends and channel characteristics.
GRACE Inc.
Inquiries : info@graceint.com
