Shiseido Company, Limited ("Shiseido") has completed a major expansion and renovation of its beauty counter featuring brands from the Shiseido Group in conjunction with the grand opening of Fukuoka Airport's International Terminal Building in March 2025. The new counter boasts five times the previous retail area, making it one of the largest beauty presences at the airport. The lineup now includes 11 brands-four newly added-each presented in unique brand-themed displays, offering travelers a premium and personalized experience rooted in Japanese omotenashi (hospitality).
As the largest airport in southern Japan, Fukuoka Airport is gaining popularity as an "emerging destination" for travelers visiting Japan beyond Tokyo, Kyoto, and Osaka. With anticipated new direct connections to South Korea, Taiwan, Hong Kong, mainland China, and Southeast Asia, it is poised to expand as a key travel hub. This strategic expansion aligns with Shiseido's "Action Plan 2025-2026," which aims to establish a resilient business model to drive sustainable profit growth amid volatile market conditions. As part of the company's Travel Retail business strategy, the upgraded counter will serve as a global platform to meet diverse traveler needs while amplifying Shiseido's brand values rooted in Japanese aesthetics and culture. Through this expansion, Shiseido seeks to deepen engagement with customers worldwide and elevate its global presence.