AmorePacific is set to continue its onslaught in the Hong Kong beauty market with the opening of 10 more stores across the country.

The South Korean cosmetics manufacturer is hoping to capitalize on the buzz for K-beauty brands with its store openings, as Hong Kong suffers with a fall in tourist footfall as consumers are opting to travel to South Korea.

Jeff Cheng, local Marketing Director, said to scmp.com, “To differentiate ourselves, we are going to give customer-experience a higher priority, offering more services such as beauty consulting.”

The group has recently reported a rise of 21.8 percent in group sales as the drive for Korean beauty brands continues, a sales success it’s hoping to emulate with the new store openings.