Thai cosmetics try to gain foothold in Japanese market

Affordable, heat-resistant products eye South Korea's dominance

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Thai cosmetics products for sale at a Japanese retailer in October. (Photo by Moe Saito)

MOE SAITO, Nikkei staff writer

TOKYO -- Thai cosmetics are finding fans among young Japanese shoppers, thanks to the products' resilience against heat and humidity as well as their relatively low cost. But only time will tell whether they can follow South Korean brands and become an established consumer trend.

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