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Cosmetics Promotion Event Titled "Japan Beauty Week" to be Held in Hong Kong As an event during Asia's largest cosmetics exhibition

From November 15 to 17, 2017, Asia's largest cosmetics exhibition, called "Cosmoprof Asia 2017," will be held in Hong Kong. Taking this opportunity, the Ministry of Economy, Trade and Industry (METI) will co-host a promotional event titled "Japan Beauty Week" with the Japan External Trade Organization (JETRO) aiming to expand overseas sales of made-in-Japan cosmetics. At the event, a special seminar and a make-up and fashion show produced in collaboration with the women’s magazine "non-no" will be held to demonstrate quality technologies in the Japanese cosmetics industry to visitors.

from the Cosmoprof Asia 2016 website

1. Make-up and fashion show in collaboration with non-no

In collaboration with non-no, a make-up and fashion trend-setting magazine popular among women in their 20s (publisher: Shueisha Inc.), a make-up and fashion show will be held as an event to showcase Japanese fashion and cosmetics to buyers and media visiting Cosmoprof Asia 2017 from all over the world. The show will be developed around the theme titled "Catch up! Japanese NEW Kawaii Beauty," and will show Japan's latest trends to the rest of the world.

On the date, speeches will be delivered by Ms. Sayaka Okada and Ms. Haru Izumi, as professional fashion models for non-no magazine, and by Ms. Shiho Takada, winner of both the Grand Prix and the Miss Kimono prizes of the Miss Nippon Contest.

Date and time:
November 16 (Thur.), 2017; from 16:30 to 17:00
Special event site in Hall 5C, 5th floor, Hong Kong Convention and Exhibition Centre (HKCEC)

Note:A networking party targeting industry companies will be held after the make-up and fashion show to encourage visitors to learn about made-in-Japan cosmetics and to facilitate exchanges between Japanese companies exhibiting at Cosmoprof Asia 2017 and international buyers. Participation in this party is limited to invited guests. If you intend to report on this event, please send an e-mail to the contact point below in advance.

Contact point:
seki-mari@meti.go.jpexternal link(Ms. Mari Seki)
Bio-Industry Division, Commerce and Service Industry Policy Group, Commerce and Information Policy Bureau, METI

Companies exhibiting at the event will be featured in magazine-style brochures prepared through a collaborative effort between Japan Beauty Week and non-no, as an initiative related to the show. The brochures will be distributed on site during the event.


2. Seminar aimed at disseminating information on Japanese cosmetics to world

In order to spread information on the technologies and culture of Japanese cosmetics and their allure, a special seminar will be held geared toward the local media and the international VIP buyers invited to "Cosmoprof Asia".

Date and time:
November 16 (Thur.), 2017; from 11:15 to 12:45 (doors are scheduled to open at 11:00)
HKCEC Seminar room (Cosmo Talks), Hall 5C
  1. Speech:
    Cosmetic Market and Innovative Technology in Japan
    Junji Yamamoto, Senior Managing Director, Japan Cosmetic Industry Association (JCIA)
  2. At the forefront of cosmetics research and development
    -World-leading Anti-aging Skin Care-
    Tomonobu Ezure, PhD, Senior Scientist and Manager of Shiseido Global Innovation Center

3. Outline of Japan Beauty Week in Cosmoprof Asia 2017

Jointly with JCIA, METI has been engaging in a series of promotional events around the world called "Japan Beauty Week" to demonstrate the value and attractiveness of the high quality and functionality of Japanese cosmetics to the rest of the world.


Taking the additional opportunity of Cosmoprof Asia 2017, METI will demonstrate the quality and safety of Japanese products along with their other strong points (e.g., formulation technology, effectiveness evaluation technology, and material development capability) to Chinese and ASEAN markets that are expected to expand further in the future. In this event, METI will co-host a seminar and an event aiming to contribute to encouraging Japanese cosmetics and aesthetics businesses to cultivate and expand overseas sales channels.

Organizer(project implementation):
JTB Corporate Sales Inc.
Cooperating organizations:

Release date

November 13, 2017

Division in Charge

Bio-Business Promotion Office & Bio-Industry Division, Commerce and Service Industry Policy Group, Commerce and Information Policy Bureau

Ministry of Economy, Trade and Industry1-3-1 Kasumigaseki, Chiyoda-ku, Tokyo 100-8901, Japan Tel: +81-(0)3-3501-1511
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