Notes from the field
Taking a Korean creator to Tokyo’s shop floors
We invited a creator from Korea to Tokyo and spent a few days together: shopping on the shop floor, an event, and shoots for her posts. About half work, half sightseeing.
Which Japanese cosmetics are popular in Korea is mostly decided before anyone lands. Even so, standing in front of the actual shelf, hands reach for things that were never on the list: “this size doesn’t exist in Korea”, “I’ve never seen this packaging”. That moment is the best material we get.
One thing we are careful about on visits to Japan: don’t turn it into “shopping for the camera”. Give the creator time to choose what she actually wants first, and the words in the post come out naturally, and viewers in Korea can tell. We do the store scouting and route checks in advance and, on the day, step back and watch. That feels about right.
text & photo: News & Coffee