Chunxi Road is the busiest main street in Chengdu, China and, right in the middle of it, you can find a store that looks familiar. Fancy interiors and an inside packed with customers – welcome to ETUDE HOUSE's first flagship store in the western part of China. It has been bustling with customers ever since its grand opening back in November.

Here is a tour of ETUDE HOUSE as it leads the K-beauty makeup market in Chengdu, China under the slogan "Life is Sweet".

ETUDE HOUSE Chunxi Store has various special zones befitting the brand's first flagship store in western China. "There are five ETUDE HOUSE stores in Chengdu, but we are the only one to provide such a wide range of products and services, along with special brand experience zones," said manager Xu Shao Jing. It has a Nail Art Zone, K-beauty Experience Zone and Selfie Zone, as well as a makeup service which customers can access by appointment. In addition, two of the 25 staff members are makeup artists capable of giving detailed description of products and makeup techniques.

In fact, most customers coming to the store are not yet used to makeup products, even though they are very interested in K-beauty. "Many customers want to know how best to use the products, particularly when it comes to the Play 101 Pencil for creating various makeup styles and Precious Mineral Any Cushion for beautiful skin," Xu Shao Jing added.

It is common to see billboards with pictures of Korean celebrities in Chengdu greatly influenced by the Korean Wave (the spread of Korean culture). There are clothing stores on the sides of the ETUDE HOUSE Flagship Store and both are endorsed by Korean celebrities. ETUDE HOUSE Chunxi Store releases new products as quickly as possible to introduce the very latest makeup trends and deliver the K-beauty and makeup style of Korean celebrities to customers almost in real time.

The unique vibe of ETUDE HOUSE stores is familiar to shoppers in Korea, but it's quite an eye catcher for local Chinese customers and tourists to Chengdu. Passers-by come into the store to check out the all-pink interior, without knowing about the brand, and some of them go on to become regulars. We actually saw tourists carrying a big trunk come into the store and look around while we were there covering the store for the article.

ETUDE HOUSE Flagship Store has become a landmark of Chunxi Road, Chengdu's must-see site for locals and tourists. It has shown that it has great potential to be the leading K-beauty makeup brand in the western part of China more broadly. We hope that ETUDE HOUSE brings sweet pleasure to more Chinese women. As its slogan goes, "Life is Sweet".