Amorepacific Corp., South Korea’s leading cosmetics firm, said Tuesday it has launched its luxury Hera brand in Thailand as part of its expansion into Asian markets.

The first Hera outlet in Thailand is located at the Central Chidlom department store in Bangkok, with more outlets set to be added in the Southeast Asian country, the company said in a statement.

Last month, Amorepacific introduced its Hera products through the local online platform Lazada while planning to sell them at Shopee and Tiktok Shop later this year, it said.

Thailand is the second market for Amorepacific to enter with the Hera brand, following Japan last August.

Most of Amorepacific’s products, except for the Hera brand, have been available in global markets.

In recent years, the company has been exploring ways to offset a sharp sales decline in China following a diplomatic dispute over the deployment in South Korea of a U.S. anti-missile system called THAAD in 2017.

Source: Yonhap News Agency