Yoshitsu Co., Ltd to Launch Direct-Sale Stores in Canada

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 Japan, today announced that the Company is set to launch direct-sale stores (the “Stores”) in Canada. Through the opening of the Stores, the Company expects to streamline its operational processes, improve its speed of responding to customer preferences, and enhance its brand awareness in the Canadian market.

The Stores in Canada are designed to cater to the local demand for Japanese products, which will offer the comprehensive range of products, from beauty essentials, such as cosmetics and skincare, to health commodities, including over-the-counter drugs and nutritional supplements. The diverse product line will also include sundry products, such as home goods, and other products that will include food and alcoholic beverages.The Stores will be equipped with local warehouses to support their operations.

Mr. Mei Kanayama, the Principal Executive Officer of Yoshitsu, commented, “Launching our direct-sale stores in Canada is a transformative step for Yoshitsu. By expanding our operations into Canada, we aim to not only align with the preferences of Canadian consumers, but expect to also refine our business model to bolster profitability. We anticipate that the Stores will elevate the overall customer journey – from the customers’ shopping experience to our post-purchase interactions with them. Our aspiration is to blend Japanese craftsmanship and quality into the Canadian retail landscape.”

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 Japan. 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]