Shiseido’s Low-Profile Cross-Border Mall Finally Gets Noticed

Four months after launching, Shiseido Japan’s new Wechat Mall is finally gaining traction—but not without confusion. Pushed to users on platforms like Xiaohongshu via targeted ads, the new e-commerce site has prompted widespread curiosity. One recurring question? “Is this real?”

Despite the skepticism, the platform is indeed official. Quietly launched on February 19 through Shiseido Japan’s official WeChat account, the initiative has received little to no amplification from Shiseido China or its local news channels—leaving many consumers in the dark about its legitimacy.<