Daiso's new home appliance products featured as this month's new arrivals [Daiso]
Daiso's new home appliance products featured as this month's new arrivals [Daiso]

Daiso, which has been expanding into beauty and fashion, is now venturing into small home appliances with a 5,000-won electric shaver, a mini hair straightener and other lifestyle electronics. As more consumers seek value for money amid high prices, the discount retailer is broadening its product categories to attract a wider customer base.

According to industry sources Saturday, Asung Daiso is launching three small home appliances as its "monthly new arrivals": a rechargeable electric shaver, a heated eyelash curler and a mini hair straightener.

The rechargeable electric shaver is a USB-C grooming device designed for everyday convenience. Its compact size makes it well-suited for travel and business trips. The package includes a USB-C cable and a cleaning brush. The product is priced at 5,000 won. Comparable budget models currently sell for around 15,000 won ($10) at mainstream retailers.

The heated eyelash curler is a beauty device that uses heat of around 70 degrees Celsius to hold lashes firmly in place. After pressing the power button, a roughly 30-second warm-up causes the silicone heating element to change color, signaling that the device is ready to use. It also charges via USB-C for added convenience. The product is set to arrive in stores in the fifth week of July. Heated eyelash curlers typically sell for at least 15,000 won at CJ Olive Young and online retailers, but Daiso is offering it for 5,000 won.

The mini hair straightener, a travel-oriented styling tool, was designed in a compact size for easy portability. It can create basic hairstyles including straight looks and C-curl waves. Portable mini straighteners from premium brands sell for upward of 80,000 won, while more affordable options still run 20,000 to 30,000 won. Daiso has priced its version at 5,000 won as well.

Last year, Daiso also offered a cordless vacuum cleaner, an electric body hair trimmer and a foldable hair dryer — all at 5,000 won — drawing strong demand at prices less than half of typical retail rates of 10,000 to 30,000 won. More recently, the company teamed up with Samjin Pharmaceutical to release a 1,000-won protein shake. The product offers a nutritional profile comparable to existing protein shakes at more than half the price; standard protein shakes currently sell for around 3,000 won.

Daiso leads the value-for-money household goods market by releasing more than 600 new products every month, all priced at 5,000 won or less. Its lineup spans more than 30,000 items across categories including food, kitchen and cleaning supplies, beauty, fashion and home appliances. Within each category, products come in a range of uses, shapes and sizes, giving consumers a broad selection.

Meanwhile, Daiso posted sales of 4.54 trillion won last year, up 14.3 percent from the previous year. Operating profit rose 19.2 percent to 442.4 billion won. Annual sales have climbed steadily — from 2.95 trillion won in 2022 to 3.46 trillion won in 2023, 3.97 trillion won in 2024 and 4.54 trillion won last year.


korean@heraldcorp.com