Kupa is no stranger to the global nail market, however, the brand is really feeling the love as it moves into the Japanese market for the first time. After introducing its efile brand, and more specifcally, its new Passport Hana e-file at Beauty World Japan, it’s been all the rage across the country. A brand committed to education, Kupa enters this highly skilled market with Hirofumi Matsugi at the helm. Alex Fox talks shop with HIro, a 20-year veteran in the Japan nail and beauty market, about what Kupa is doing in Japan to win the approval of award-winning schools and salons across the nation and what sets the Kupa brand aside from others.