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Korean Brands Increasingly Popular in Thailand

In Thailand, L’Oreal, Estee Lauder and Shiseido are the top foreign brands. However according to data the Korean brand “Etude House” has started to make significant headway and is threatening to supplant some of Japan’s top brands.

Improvements in Thailand’s economy and overall GDP has ushered in an era of unprecedented consumer spending lead by Thailand’s burgeoning middle class who are flush with disposable income and demand high quality cosmetics. According to statistics retail sales in Thailand’s cosmetic market have increased 50% in the past five years, reaching 2.34 billion US dollars in 2013. Thailand’s cosmetics market now ranks amongst Asia’s top 5 behind Japan, China, Korea and Chinese Taipei (Taiwan). The Thai market is divided amongst the top two domestic enterprises namely SSUP and Better Way which rank first and second respectively, followed by L’Oreal, Estee Lauder and Shiseido (3rd, 5th and 8th).

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Tags : South Korea
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