LiveX Announces Third Salon Store Opening in Nagoya, Japan
LiveX, a South Korean beauty tech startup, is set to open its third salon store in Nagoya, Japan, as part of its aggressive expansion strategy in the Japanese market. The announcement was confirmed through recent company disclosures and verified by multiple reputable sources covering the firm’s international growth initiatives.
This development marks a significant milestone in LiveX’s two-track strategy, which aims to establish 100 domestic salon brands in South Korea and 10 stores in Japan within the current year. The company has already demonstrated its ability to scale internationally with the successful launch of its first overseas salon in Nagoya under the WENEED brand.
LiveX’s Expansion in Japan Gains Momentum
According to verified reports, LiveX opened its second WENEED store in Nagoya in June 2025, operating as a combined hair and eyelash salon complex. The upcoming third location will further solidify the company’s presence in one of Japan’s major commercial hubs. LiveX has emphasized that its Japan expansion is not merely about increasing store count but about validating its Korean-developed salon model in a global context.
The company’s approach centers on its designer-focused operating model, first introduced with the WENEED brand in 2021. This model addresses long-standing industry challenges in South Korea, such as high turnover among hair designers and inconsistent service quality, by prioritizing professional development, fair compensation and standardized training through initiatives like BOB Academy and Hair Camp.
LiveX CEO Song Jeong-woong has stated that the company aims to “spread new K-beauty-based salon models in the global market, starting with Japan,” reinforcing its vision of becoming a globally recognized salon brand rooted in Korean beauty expertise.
Funding Fuels Global Ambitions
LiveX’s expansion efforts are backed by a recent USD 2.9 million (KRW 4 billion) Series A bridge round, secured from existing investors including SmartStudy Ventures, BNK Securities, and Series Ventures. The funds are being allocated to accelerate the global rollout of its core brands—WENEED, SALON A, and its premium vegan haircare line TAMZ—as well as to enhance digital marketing capabilities and international distribution networks.
Investors have expressed confidence in LiveX’s ability to replicate its domestic success abroad. Series Ventures co-CEOs Kwak Sung-wook and Park Jun-sang described the company as “one of the rare teams offering a practical alternative in a structurally challenged domestic beauty market,” highlighting its potential to drive change both at home and overseas.
Beyond Salons: Education and Industry Development
In addition to physical expansion, LiveX is strengthening its education and event initiatives to support long-term industry growth. In June 2025, the company partnered with the Busan Tourism Organization to host the Busan Hair Salon Trend event—an Asian-class beauty convention featuring speakers from Korea, Japan, and Taiwan.
Through BOB Academy and Hair Camp Korea, LiveX continues to invest in upskilling beauty professionals, aiming to elevate service standards and foster sustainable careers within the industry. These efforts are central to its broader mission of transforming the beauty salon landscape through innovation, inclusivity, and professional empowerment.
As LiveX prepares to open its third Nagoya location, the company remains focused on building a scalable, designer-centric franchise model that can succeed not only in Japan but across Southeast Asia, with future plans under consideration for markets in Indonesia, Thailand, Malaysia, and Vietnam.
Key Takeaways
- LiveX is opening its third salon store in Nagoya, Japan, as part of its goal to operate 10 stores in the country this year.
- The company’s expansion is supported by a USD 2.9 million Series A bridge funding round.
- LiveX’s WENEED brand launched its first international salon in Nagoya in 2025.
- The firm emphasizes a designer-centric business model backed by BOB Academy and Hair Camp training programs.
- LiveX aims to establish 100 domestic salons in South Korea and expand into Southeast Asia beyond Japan.
Frequently Asked Questions
What brands does LiveX operate?
LiveX operates the WENEED and SALON A salon brands, along with the premium vegan haircare brand TAMZ.
Where is LiveX headquartered?
LiveX is a South Korean company, with operations primarily based in South Korea and expanding internationally.
What is BOB Academy?
BOB Academy is LiveX’s educational initiative focused on professional development for hair designers, supporting skill growth and career sustainability.