eBay Japan, led by CEO Ku Ja-hyun, officially opened its first offline experiential space, 'Sample House,' in Shibuya, Tokyo, on October 1. This permanent facility allows visitors to experience trending products firsthand and receive actual samples from over 100 brands, including K-beauty labels.
The Sample House will initially focus on beauty and health products, with plans to extend offerings to general food items and entertainment goods in the future. This space has repurposed the 'Live Studio,' which previously operated as a venue for live commerce, and spans two floors. It is expected to attract about 700 visitors daily, totaling around 20,000 a month.
Currently participating brands include Anua, medicube, and COSRX. Brands wishing to enter the space are selected based on their offline pop-up performances and live commerce track records. Operating hours are from 11 AM to 8 PM, available for pre-booked appointments exclusively for Qoo10.jp customers. The initiative runs seasonally every three months, with visitors set to receive a variety of benefits, including seven different samples. It aims to prepare approximately 500,000 samples each quarter, promoting events and influencer invitations to create a synergistic online-offline marketing approach.
By providing consumers a platform to personally engage with popular products, the Sample House is positioned as a pivotal offline hub for K-brands to accumulate real-time feedback, thus enhancing brand value and global competitiveness. This strategy integrates vast online purchasing data from Qoo10.jp with in-store experiences to offer sophisticated and compelling marketing opportunities.
eBay Japan has consistently amassed offline experiences centered on K-pop and K-beauty, having participated in large-scale entertainment events such as the MAMA Awards and KCON. Additionally, plans for 'MEGA COSME LAND,' an offline beauty festival in Tokyo set for 2024 and 2025, aim to draw approximately 20,000 local visitors per event.
Building on such experiences, eBay Japan is intensifying efforts to maximize online-offline synergy. Following the launch of Sample House, it will introduce a 'Mega Pop-up' in the trendy lifestyle hub of Harajuku in November. By the second quarter of next year, a large flagstore approximately 2,500 square meters will be opened directly in front of Harajuku Station. This sequentially aligns the Sample House, Mega Pop-up, and flagship store as three core offline locations aimed at innovative shopping experiences.
Moreover, the 'Qoo10 LIVE STUDIO' for live commerce has expanded its location. This studio is the first permanent live commerce studio of eBay Group, operating across over 190 countries. Given the increasing interest in live commerce among Japan's MZ generation, the studio has adapted to these market demands by integrating advanced equipment and expanding the facility. It features an 11-meter large LED live studio capable of high-quality images, along with a Custom Live Studio that allows tailored settings.
Since the new live studio's opening in May, it has conducted a total of 116 broadcasts, achieving peak sales of 920 million yen (approximately $8 million) and attracting up to 1 million views and 3.7 million likes per session. Anua notably achieved 110,000 sales in just one hour during its peak broadcast. K-brands account for 90% of live commerce sales, indicating a strong engagement.
According to CMO Kim Jae-don, the Sample House is designed to be a crucial touchpoint where brands can experience customer feedback and identify growth opportunities—a significant move in eBay Japan’s strategy to deepen online-offline integration over the next two to three years. The objective is to establish a foundation that fosters effective growth for K-brands in the Japanese market.
