KISIDE operates 'Unordinary Kitchen' pop-up at Singapore's Paragon... Combining K-beauty curation with retail tech

*This content was translated by AI.

- Curating 13 domestic indie K-beauty brands and 21 products... Targeting premium consumers in Southeast Asia

- Introducing EPAD-based smart displays... Realizing experiential retail that intuitively conveys ingredient stories

Retail beauty total solution brand KISIDE announced on the 7th that it will operate the pop-up store 'Unordinary Kitchen' at the MINIMUSE store within Singapore's representative premium shopping mall Paragon, aiming to penetrate the Southeast Asian market. This pop-up will run for approximately four months until the end of August.

The event, themed 'Unordinary Kitchen,' is characterized by a sensory portrayal of the process through which common food ingredients found in everyday kitchens are reborn as high-performance beauty products via K-beauty technology. Focusing on familiar raw materials such as honey, cabbage, oat milk, green tea, and green tangerines, it emphasizes the inherent stories of the ingredients, offering a differentiated experience from existing K-beauty pop-ups.

MINIMUSE, where the pop-up is held, is a smart beauty and lifestyle curation shop located in the central business district of Orchard Road in Singapore. It is described as a space where consumers can freely experience luxury and premium skincare products, aligning with KISIDE's direction of pursuing consumer experience-centered curation.

KISIDE will showcase 21 products from 13 outstanding domestic indie K-beauty brands at this pop-up. The participating brands were selected with a focus on those pursuing wellness beauty based on technology, taking into account ingredients, quality, and brand philosophy comprehensively.

Another key element of this pop-up is its integration with retail tech. KISIDE has deployed high-resolution EPADs (Electronic Shelf Displays) throughout the store to implement key ingredients for each product and brand stories through sensory visuals. Consumers can intuitively understand product features and ingredients without having to read complex explanatory texts.

EPAD is a retail media format evolved from existing ESL (Electronic Shelf Labels), designed to allow consumers to visually experience brand content beyond simply conveying product information. It is particularly attracting attention for its ability to effectively convey the ingredient-centric philosophy of K-beauty to overseas consumers without language barriers.

KISIDE plans to utilize this Singapore pop-up as a strategic hub for expanding into the Southeast Asian market. Paragon is recognized as a premium business district with active inflows of local high-income consumers and global tourists, making it a suitable space for expanding brand awareness and testing market responses.

The company plans to gradually expand its curation network to major Southeast Asian countries such as Malaysia, Thailand, and Indonesia based on consumer responses and data secured through this pop-up operation. It also plans to actively support the global expansion of outstanding K-beauty brands based on KISIDE's unique curation capabilities in the future.

KISIDE Global Sales & Marketing Kim Su-min (SVP) stated, "This pop-up is a signal shot for global expansion where retail solutions and K-beauty content meet," and added, "We will continue to present new and intuitive beauty shopping experiences to customers worldwide."

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*This content was translated by AI.