Yoshitsu Co., Ltd Announces the Launch of its U.S. Direct-Sale Store in Seattle’s University District

Yoshitsu Co., Ltd (“Yoshitsu” or the “Company”) (Nasdaq: TKLF), a retailer and wholesaler of Japanese beauty and health products, as well as sundry products and other products in Hong Kong, mainland China, Japan, North America, and the United Kingdom, today announced the opening of its direct-sale store in the United States (the “Store”). The Store, set to open on December 8, 2023, will be located at 4514 University Way NE, Seattle, WA 98004, in the University District adjacent to the University of Washington. The Company believes that the opening of the Store marks a strategic step in its global market expansion.

The Store, encompassing a floor area of 6,000 sq. ft. and featuring a range of over 8,000 stock keeping units, is situated near I-5 Express and U District light rail station. The Company believes that the location of the Store enhances its accessibility, and expects the Store to play an active part in local community events and activities. In addition, the store is expected to be uniquely designed to cater to customers in Seattle, with a focus on tech-related products.

Mr. Mei Kanayama, the Principal Executive Officer of Yoshitsu, commented, “The opening of the Store in Seattle marks a milestone in our course of global expansion. We chose to open the Store in the University District, aiming to engage with diverse communities in Seattle. We are excited to bring our Japanese products to Seattle and look forward to becoming an integral part of the local community.”

About Yoshitsu Co., Ltd.

Headquartered in Tokyo, Japan, Yoshitsu Co., Ltd is a retailer and wholesaler of Japanese beauty and health products, sundry products, and other products in Hong Kong, mainland China, Japan, North America, and the United Kingdom. The Company offers various beauty products (including cosmetics, skincare, fragrance, and body care products), health products (including over-the-counter drugs, nutritional supplements, and medical supplies and devices), sundry products (including home goods), and other products (including food and alcoholic beverages). The Company currently sells its products through directly-operated physical stores, through online stores, and to franchise stores and wholesale customers. For more information, please visit the Company's website at https://www.ystbek.co.jp/irlibrary/.

Forward-Looking Statements

Certain statements in this press release are forward-looking statements, within the meaning of Section 21E of the Securities Exchange Act of 1934, as amended, and as defined in the U.S. Private Securities Litigation Reform Act of 1995. These forward-looking statements involve known and unknown risks and uncertainties and are based on current expectations and projections about future events and financial trends that the Company believes may affect its financial condition, results of operations, business strategy, and financial needs. Investors can identify these forward-looking statements by words or phrases such as "may," "will," "expect," "anticipate," "aim," "estimate," "intend," "plan," "believe," "potential," "continue," "is/are likely to," or other similar expressions. The Company undertakes no obligation to update forward-looking statements to reflect subsequent occurring events or circumstances, or changes in its expectations, except as may be required by law. In addition, there is uncertainty about the further spread of the COVID-19 virus or the occurrence of another wave of cases and the impact it may have on the Company's operations, the demand for the Company's products, global supply chains, and economic activity in general. Although the Company believes that the expectations expressed in these forward-looking statements are reasonable, it cannot assure you that such expectations will turn out to be correct, and the Company cautions investors that actual results may differ materially from the anticipated results and encourages investors to review other factors that may affect its future results in the Company's registration statement and in its other filings with the U.S. Securities and Exchange Commission.

For more information, please contact:

Yoshitsu Co., LtdInvestor Relations DepartmentEmail: [e-mail]

Ascent Investor Relations LLCTina XiaoPresidentPhone: [phone]Email: [e-mail]