Hawaii is an ideal market for Korean cosmetics companies to test global expansion, according to an article published in the Korea Times.
Because Hawaii attracts visitors from around the world, companies can test their products with customers from different countries while operating a store in Hawaii. Hawaii’s largest visitor markets are the United States and Japan, but it also attracts visitors from Canada, Australia, New Zealand and emerging visitor markets including China and Taiwan.
Visitors to Hawaii collectively spend $42 million per day and $15.3 billion per year, according to the Hawaii Tourism Authority.
That could be the reason new Korean cosmetics stores are opening in Hawaii. Nature Republic recently opened its second Hawaii cosmetics store, this one at Ala Moana Center — its other is located at the Hyatt Regency Waikiki Beach Resort & Spa — and an official at the company told the Korea Times the company is planning to open additional stores in Hawaii next year.
She also said the Hawaii stores are a “test bed to catch travelers and gather information [on] the U.S. market.”
The Korea Times article also says Korean cosmetic company Tonymoly will open its third Hawaii store next year, and that Saem International will open its first Hawaii store in 2014.