1. Introduction to the text
This reading lesson explores the surprising rise of Daiso’s beauty product sales, which have seen a rapid growth in recent years despite initial low consumer interest. The article discusses how Daiso’s strategic product launches and the changing consumption trends among younger generations have contributed to the company’s success in the cosmetics market.
2. Vocabulary
| Korean Word | Romanization | English Meaning | Contextual Example |
|---|---|---|---|
| 있다 | itda | to exist, to be | 올해 상반기 기준 다이소에 입점한 뷰티 브랜드 수는 약 100개로, 지난해 말 60개와 비교하면 66% 증가했다. The number of beauty brands that have entered Daiso stores this year has increased by 66% compared to the end of last year, reaching around 100 brands. |
| 매출 | maechul | sales, revenue | 다이소 화장품 매출은 ▲2021년 52% ▲2022년 50% ▲2023년 85% ▲2024년 144% 전년 대비 신장하며 가파르게 성장해왔다. Daiso’s cosmetics sales have been growing rapidly, increasing by 52% in 2021, 50% in 2022, 85% in 2023, and a projected 144% in 2024 compared to the previous year. |
| 소비자 | sobija | consumer | 다이소가 화장품을 취급하기 시작한 초반까지만 해도 소비자 관심은 크지 않았다. In the early days when Daiso started selling cosmetics, consumer interest was not very high. |
| 다이소 | daiso | Daiso (a discount store chain) | 서울 양천구 다이소 이마트목동점. The Daiso store located in the Emart Mokdong branch in Yangcheon-gu, Seoul. |
| 다이소가 | daisoga | Daiso (the company) | 다이소가 화장품을 취급하기 시작한 초반까지만 해도 소비자 관심은 크지 않았다. In the early days when Daiso started selling cosmetics, consumer interest was not very high. |
3. The main text in both Korean and English
다이소 화장품 매출이 가파르게 성장하고 있다. 올해 상반기 기준 다이소에 입점한 뷰티 브랜드 수는 약 100개로, 지난해 말 60개와 비교하면 66% 증가했다. 다이소 화장품 매출은 ▲2021년 52% ▲2022년 50% ▲2023년 85% ▲2024년 144% 전년 대비 신장하며 가파르게 성장해왔다.
Daiso’s cosmetics sales have been growing rapidly. According to the first half of this year, the number of beauty brands that have entered Daiso stores has increased by 66% compared to the end of last year, reaching around 100 brands. Daiso’s cosmetics sales have been growing sharply, increasing by 52% in 2021, 50% in 2022, 85% in 2023, and a projected 144% in 2024 compared to the previous year.
다이소가 화장품을 취급하기 시작한 초반까지만 해도 소비자 관심은 크지 않았다. 하지만 ‘리들샷'(VT 리들샷 앰플)과 같은 상품을 출시하면서 인식이 급변하기 시작했다. 여기에 ‘손앤박 컬러밤’, ‘메이필 랩핑 마스크’ 등이 연이어 호평받으며 꾸준한 매출 증가세를 보였다.
In the early days when Daiso started selling cosmetics, consumer interest was not very high. However, the perception started to change rapidly after Daiso launched products like the ‘Rideshot’ (VT Rideshot Ampoule). Additionally, items like the ‘Son&Park Color Balm’ and ‘Mayfield Wrapping Mask’ received positive reviews and contributed to the steady increase in sales.
MZ세대(밀레니얼+Z세대)를 중심으로 소비 트렌드가 ‘소유’에서 ‘경험’으로 옮겨가면서 소용량·낮은 가격의 화장품은 ‘한 번 써 보기 좋은’ 수단이 되었다. 이러한 변화가 다이소 화장품 매출 증가에 큰 영향을 미쳤다.
As consumer trends among the MZ generation (Millennials and Generation Z) shifted from ‘ownership’ to ‘experience’, small-sized and low-priced cosmetics became a good way for them to ‘try something out’. This change has had a significant impact on the increase in Daiso’s cosmetics sales.
4. Reading comprehension questions
- How much has the number of beauty brands in Daiso stores increased compared to the end of last year?
- What were some of the popular cosmetic products that helped boost Daiso’s sales?
- How have the consumption trends among the MZ generation influenced Daiso’s cosmetics sales?
- What were the growth rates of Daiso’s cosmetics sales in recent years?
- Why was consumer interest in Daiso’s cosmetics low in the beginning?
5. Cultural and historical notes
The article highlights the changing consumption patterns among the MZ generation (Millennials and Generation Z) in South Korea. This younger demographic is shifting away from a focus on ownership and towards an emphasis on experiences, which has led to increased demand for small-sized, affordable cosmetic products that allow them to try new things. Daiso’s ability to capitalize on this trend through its strategic product launches has been a key factor in the company’s rapid growth in the cosmetics market.