First Korean-cosmetics campaign: “TokuToku FEST – Korean Cosmetics WEEK”, up to 20% off

1. Check brand authentication for the products you sell

   Cross-border sales of Korean brands are limited to sellers reviewed and approved as official brands or authorized distributors. Even when selling through a Korean brand's Japanese subsidiary, “official” authentication requires a TikTok Shop review.

2. Secure inventory and LIVE slots for the three days

   There are coupons of up to 20% off and time sales limited to LIVE streams. Check the conditions on the in-app TikTok Shop campaign page published on Sep 14.

3. Don't carry too much inventory and ad spend into the week after

   GMV has dropped sharply after big sales before (after the first-anniversary sale, GMV two weeks after the peak week was almost half). This campaign is three days long and limited to Korean cosmetics, so the effect may be smaller, but we'll check it in the weekly numbers.

From

Sep 14–16, 2026

Who

Sellers and creators handling Korean cosmetics

Impact

About 50 popular brands offer coupons of up to 20% off, plus time sales limited to LIVE streams. The announcement also made clear that cross-border sales of Korean brands are limited to sellers reviewed and approved as official brands or authorized distributors (brand authentication against counterfeits).

What we can read. The campaign starts on Mon, Sep 14, and there are no figures for it yet. GMV for this week (Sep 14–20) will be checked against the Kalodata weekly report expected on Fri, Sep 25, and added here.

1. TikTok Shop Japan, “TikTok Shop holds its first Korean K-beauty campaign, ‘TokuToku FEST – Korean Cosmetics WEEK’, for three days from Mon, Sep 14” (PR TIMES, in Japanese)Sep 11, 2026 / Confidence: High

URITE, “First Korean-cosmetics campaign: “TokuToku FEST – Korean Cosmetics WEEK”, up to 20% off”
https://urite.jp/en/changes/2026-09-14 (accessed Sep 28, 2026)

• Sep 16–20, 2026Sales events“Tokusele WEEK” and keyword coupons (tied to the TGC collaboration)
• Announced Sep 1, 2026ProgramsFirst awards program: “TikTok Shop Japan Awards 2026” (26 awards in 5 categories; ceremony on Nov 30)
• Sep 1, 2026 (estimated)FeesAlcohol commission raised from 7% to 12%; new “Used” category at 7%

• 2026.09.12First published (based on the official announcement).
• 2026.09.12Corrected the precedent figure (“−46% the next week” → “almost half two weeks after the peak week”).

Dates are those of the Japanese page. The English edition was added in September 2026.