Malaysian Demand Surges for Japanese Cosmetics

One of the newest Asian Tigers is fighting with other members of the streak to be the top user of Japanese cosmetics. According to an article in The Bangkok Post, users of Japanese cosmetic products in Malaysia are expected to surpass those in Thailand and Singapore to become their top consumers in Asia, according to industry officials. The Japan Beauty Week, organized by the Japan Cosmetic Industry Association and supported by the Japanese Embassy in Malaysia, was officially launched to promote innovation of Japanese cosmetics-manufacturing technologies, including the introduction of inner beauty.


“It's a well-known fact that behind the technology of Japanese industries, there is a long tradition of respect for nature and the arts to master the secret of technological innovations,” said Tetsuya Kambe, director of the association's International Division, during his opening speech at the launching event.


This is “the reason why Japanese products are widely acknowledged as the most advanced,” he added. According to the official, Japanese cosmetics have always been trusted and favored by Malaysians, and the number of local users, currently ranked third in Asia, is expected to surpass those of Thailand and Singapore.


“There is still big potential to grow,” he said.


In recent years, however, South Korean cosmetic makers have capitalized on the popularity of the country's entertainment industry throughout Asia, successfully cultivating the local market to pose major competition with Japanese products, according to Kambe.


“The South Korean cosmetics industry is booming and it is one of important industries in the country, which is fully supported by their government,” he said.


“South Korean cosmetics have opened awareness in a short time and have a good brand image,” Kambe said. “This is challenging for us, but I believe it is a benign competition.”