Amuse by Shinsegae International Opens First Thailand Store, Eyes North America and Europe
Creatrip Team
20 days ago
Amuse, a beauty brand from Shinsegae International, opened its first official store in Bangkok’s CentralWorld and will run a large pop-up there from May 15–17. The brand signed an exclusive retail deal with Thailand’s Central Group and aims to boost awareness through experiential pop-up zones featuring bestsellers like Gel Fit Gloss and Dew Tint, mission-based customer activities with mini-lip product gifts, LED ad campaigns, and a launch appearance by global ambassador Jang Wonyoung. Amuse plans rapid rollouts across Central Group malls and department stores this year, plus expanded listings at drugstore chains (e.g., Mannings, Matsumoto Kiyoshi) and retailers in Singapore, Malaysia, and Indonesia. The company also targets broader global growth with planned expansion into North America and Eastern Europe (Russia, Poland), positioning itself as a global K-beauty leader. (CentralWorld: a major shopping landmark in Bangkok; K-beauty: Korean beauty products)
