A Japanese consumer experiences the products of Chinese beauty brand Florasis at its newly launched flagship store in Tokyo, on Jan 27, 2025. [Photo provided to chinadaily.com.cn]

Huaxizi, or Florasis in English, a Chinese beauty brand with cultural and aesthetic attributes, launched its first overseas flagship store in Tokyo's Ginza area on Monday, becoming the first Chinese cosmetics brand to open a flagship store in the Ginza area.

The Hangzhou, Zhejiang province-based company debuted its store at Ginza Six, a high-end shopping mall and the largest commercial facility in the Ginza area.

In the past few years, an increasing number of Chinese brands with local cultural attributes and innovative spirits have expanded their presence overseas.

In 2021, Florasis began to sell its products in the Japanese market by launching an online store on Amazon. Later, the brand has been selling through local offline channels such as at a Cosme store in Osaka, Japan.

"Over the past four years, Florasis has built a good consumer base and reputation in Japan. The opening of this flagship store in Tokyo stands as an important milestone in our international footprint. It also reflects the international market's high recognition of the brand's research and development strength, product quality, and cultural expression," said Ren Gangrui, co-founder of Florasis.

"We hope to show the value of Chinese brands in overseas consumption markets and allow more international consumers to experience China's beauty products through offline channels," Ren said.

Currently, Florasis sells products to over 110 countries and regions globally through its official website, different e-commerce platforms and offline channels. Last year, its sales revenue in Japan accounted for 40 percent of the brand's total overseas sales.

In September, Florasis opened a counter in Paris at the Samaritaine department store, and it became the only Chinese beauty brand to operate a physical shop in Europe.