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Korean Brands Use Hawaii as a Test Market

The location attracts visitors from all around the world, which is a benefit for marketers.

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By: Jamie Matusow

Editor-in-Chief

Korea Times recently published an article about how Hawaii is an ideal market for Korean cosmetics companies to test global expansion – and new Korean cosmetics companies have been opening there.

Hawaii’s largest visitor markets are the United States and Japan, but it also attracts visitors from Canada, Australia, New Zealand and emerging visitor markets including China and Taiwan.

Nature Republic is one Korean company that has recently opened its second cosmetics store in Hawaii, and is planning additional locations to open next year.

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