K-Beauty Revolution: How LeoJay is Transforming Tokyo’s Omotesando with 11 Must-Try Brands

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Leferry, together with Amazon Korea (Amazon Korea), opened a K-Beauty Select Store in Tokyo’s Omotesando district. Leo J served as the store’s main selector and helped promote it with outdoor ads, roaming ad trucks, and placement on Amazon Japan’s mobile homepage.

Leo J, a beauty creator represented by Leferry (CEO Choi In-seok), curated products from 11 up-and-coming Korean cosmetics brands for the K-Beauty Select Store, which opened on April 2 in Tokyo. She introduced these brands to local shoppers, hosted hands-on beauty showcases, and joined a talk seminar with Japanese beauty creator Odagiri Hiro.

The Select Store rolled out an official poster featuring Leo J, installed outdoor advertising on the building façade and at Tokyu Plaza Harajuku Harakado, and operated ad trucks circulating throughout Omotesando.

Street flags with Leo J’s image were also placed along Cat Street, and the campaign appeared online via the main banner on the Amazon Japan homepage.

Leferry’s K-Beauty Select Store runs for 12 days through the 13th in the Omotesando area, occupying about 500 pyeong (roughly 17,792 sq ft). Global beauty magazine Allure Korea is the media partner, and Hanjin Co., Ltd. is handling logistics.

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