In Japan's cosmetics industry, as competition intensifies in China, its largest export destination, there are a number of moves to strengthen production and sales in Southeast Asia, where the population is increasing.
Among these, Rohto Pharmaceutical is expanding sales in eight countries in Southeast Asia by developing skin care products tailored to the high temperatures.
By acquiring a company in Vietnam as a new production base, the annual production volume for Southeast Asia has increased by approximately 30%, and the company plans to strengthen sales in regions where the culture of makeup has not yet penetrated.
Additionally, a new manufacturer in Gunma Prefecture, with investment from a major trading company, plans to open its first overseas store in Southeast Asia and elsewhere as early as this summer.
First, the company plans to sell high-priced products mainly in regions in Southeast Asia, such as Thailand and Singapore, where the average annual income is relatively high, hoping to capitalize on trust in the quality of Japanese brands.
Masakazu Shigeta, president of OSAJI, said, ``Southeast Asia is a market that will need more cosmetics in the future due to economic development, and Japanese quality will be appreciated.''
According to a summary by the Japan Cosmetic Manufacturers Association, Japan's exports of cosmetics to China have been the largest for six consecutive years, but in China competition from local companies with highly designed products is increasing. The competition is becoming more intense year by year, and attention will be focused on whether Southeast Asia can increase its competitiveness in order to achieve further growth.