THE WHAT? Shiseido has unveiled a new WeChat platform designed to promote the beauty of Japan to Chinese shoppers in collaboration with a variety of tourism partners, including Japan Airlines, Hankyu Hanshin Department Stores and Daimaru Matsuzakaya Department Stores.

THE DETAILS Sightseeing Japanese Beauty, as the new platform is known, presents activities and products that allow users to experience Japanese culture with the five senses

THE WHY? Chinese tourists were once big business for J-beauty brands but their interest waned during years of restrictions and Japan wants them back. The platform is designed to rekindle interest and reboot inbound tourist demand as well as boost sales.