Amuse to Open Second Regular Store in a Prime Bangkok Commercial District

Accelerating Expansion in Thailand
Second Store Opens at "Central Ladprao"
Global Debut of "Skin Ready"

AMUSE is accelerating the expansion of its business in Thailand.

AMUSE announced on August 12 that it will open a second regular store in one of Bangkok’s prime northern commercial districts and operate a pop-up store in a luxury retail area at the heart of downtown Bangkok, signaling a full-fledged effort to expand its distribution network.

AMUSE selected Thailand as its strategic base to drive expansion in Southeast Asia, and in early May of this year, signed an exclusive retail contract with Central Marketing Group (CMG), part of Thailand’s Central Group. The company opened its first regular store at CentralWorld Shopping Mall in Bangkok on May 12, and is scheduled to open its second store on August 14. Additionally, AMUSE plans to gradually increase its entry into KIS (Keep In Style), a health & beauty store operated by Central Group.

Rendering image of Central Lat Phrao regular store in Thailand. Shinsegae International

The second store, set to open this month, is located in "Central Ladprao" shopping mall, a key hub in northern Bangkok known for substantial local spending and high foot traffic. The area is a major transportation junction with access to two train lines, surrounded by large residential condominiums, major government offices, corporate headquarters, and commercial offices—an environment that fosters strong consumer purchasing power. AMUSE expects that this will significantly boost actual sales.

Prior to the opening of its regular store, AMUSE operated a pop-up store last month on the main floor of Central Ladprao. Focusing on its bestsellers, new items, and Thailand-exclusive products, the pop-up offered product experiences and a range of customer participation events, capturing the strong interest and response of local customers. This initiative enabled AMUSE to secure a significant number of new customers and raise brand awareness.

Simultaneously, until August 15, AMUSE is running a pop-up store at Central Chidlom, a landmark luxury department store in Bangkok. Central Chidlom is the top-performing Central Department Store branch, and is a premium beauty shopping destination targeting Thailand’s traditional wealthy and high-income clientele.

At the pop-up store, AMUSE is unveiling its first-ever skincare product, "Skin Ready," for the first time internationally. Skin Ready is a makeup prep product designed to optimize skin condition before makeup application, enhancing both the adherence and longevity of makeup. Presented as a toner pad, it features botanical rice PDRN inspired by Korea’s traditional milky rice water, delivering hydration, a luminous glow, and brightening benefits. This product was developed in response to ongoing requests from overseas distribution partners in countries such as Thailand, and is expected to create synergy with AMUSE’s signature color products and further expand its local fan base.

AMUSE plans to strengthen its premium image and raise brand recognition by providing a dedicated area where VIP customers can directly experience Skin Ready and other core items.

A representative of AMUSE Korea stated, "Thailand is a market with both high interest in K-beauty and significant growth potential. By offering products that reflect local consumer tastes and delivering a differentiated brand experience, we plan to nurture Thailand as a key global business hub."

This content was produced with the assistance of AI translation services.