Shiseido doubles down on beauty in Fukuoka

Shiseido has announced the significant expansion and renovation of its duty-free corner at Fukuoka International Airport, on the occasion of the reopening of the international passenger terminal in March 2025. The exhibition area has been enlarged five times, becoming the largest dedicated to the brand within the airport.

In the new space there are 11 brands, including Shiseido, Clé de Peau Beauté, Nars, Elixir, Anessa, Issey Miyake Parfumes, Narciso Rodriguez, Serge Lutens, Baum, The Ginza and Ipsa. 

Each corner is designed to reflect the distinctive identity of the brand, offering the traveler an immersive and memorable experience, according to the principles of "omotenashi", authentic Japanese hospitality.

The project is part of the company's "Action Plan 2025-2026" strategy, aimed at building a resilient and sustainable business model even in highly dynamic markets. 

Fukuoka, a fast-growing regional hub – with new connections to Korea, Taiwan, Hong Kong, China and Southeast Asia – now offers a strategic platform to spread Japanese cultural value and beauty globally.