Shiseido opens expanded beauty counter at Fukuoka Airport

The revamped space is five times larger than the previous setup.

Shiseido has unveiled an expanded beauty counter at Fukuoka Airport’s newly renovated International Terminal, which reopened in March 2025. The revamped space is five times larger than the previous setup, making it one of the largest airport beauty counters operated by the company.

The upgraded counter now features 11 brands from the Shiseido Group, including four new additions. Each brand is showcased in its own thematic display, designed to offer travelers a premium and personalised retail experience grounded in Japanese omotenashi, or hospitality.

The move comes as Fukuoka Airport — the largest in southern Japan — continues to grow as a gateway for inbound tourism. Positioned as an emerging alternative to Japan’s traditional tourist cities, the airport is expecting increased direct connections to South Korea, Taiwan, Hong Kong, mainland China and Southeast Asia.

Shiseido said the expansion aligns with its “Action Plan 2025–2026” to build a more resilient and sustainable business model. As part of its broader travel retail strategy, the new counter aims to strengthen the brand’s global presence and appeal to a wider range of international travelers.

The company described the Fukuoka site as a key platform to engage with customers through the lens of Japanese culture, design, and innovation.