Kosé readies PAÑPURI's first Japan flagship for an Aug. 28 opening in Minami-Aoyama

Kosé Holdings said it will open PAÑPURI's first flagship store in Japan on Aug. 28 in Tokyo's Minami-Aoyama district, according to a release posted on the beauty group's corporate newsroom. The store, at 5-6-5 Minami-Aoyama in Minato Ward, will open with exclusive merchandise, gift services and personalised fragrance consultations, the company said, with a wellness spa offering oil-based treatments to follow inside the same store in late October.

PAÑPURI is a wellness-fragrance brand founded in Bangkok in 2003 and led by chief executive Vorravit Siripark; Kosé acquired its parent company, PURI Co., Ltd., in 2024. The Minami-Aoyama flagship is the brand's first Japan store since that deal, and Kosé said three more are planned within the year, at Newoman Yokohama, Ginza Six and Grand Front Osaka — bringing PAÑPURI to four Japan locations by the end of 2026.

The rollout is a placement bet as much as a product one: rather than folding PAÑPURI into an existing counter inside one of its own department-store beauty floors, Kosé is building it out as a standalone specialty retailer at four locations within a single year, with Minami-Aoyama — a neighbourhood better known for directional, discovery-led beauty and fragrance addresses than for department-store concessions — as the brand's opening statement. That is a slower, costlier path than a shelf placement, and it pays off only if PAÑPURI can draw a following on its own name.