Dr Jart+ has announced 10 new store openings in China in 2017 despite the continued row over THAAD.

The Korean skincare brand, revered for its best-selling BB cream, is set to develop into the Chinese market with the new outlets, a move which has been put in doubt due to the continued tension between Seoul and Beijing regarding THAAD. With the dispute causing problems for Korean consumer brands, the development of the 10 new outlets highlights Dr Jart+’s continued belief in the profitable future of the Chinese market.

John Kim, Global Business Chief of Have&Be, parent company of Dr. Jart+, told The Investor, “Our plan is to open 10 additional stores in China by end of this year. We are focusing on large cities in the country, where our trendy target customers can visit and explore the brand.
“We have also focused marketing efforts for the brand to be recognized as a global brand rather than stressing on its Korean origins.”

While the brand is available in Sephora stores, the move will help Dr Jart+ – owned in part by Estee Lauder Companies, which has a stake in Have&Be – establish its presence with its own brand stores.