PT Graha Layar Prima Tbk (BLTZ), the operator of Indonesia's CGV cinema chain, is expanding into cosmetics retail and massage services as part of its cultureplex strategy. The move signals a new channel for K-beauty brands and massage service providers to reach high-traffic cinema audiences, offering overseas aesthetic suppliers a potential retail and partnership opportunity in Indonesia's growing lifestyle-integrated entertainment sector.
Business expansion details
BLTZ is applying for new business licenses covering retail trade of cosmetics and massage parlor activities. These ancillary businesses aim to enhance the company's cultureplex concept, which blends entertainment, lifestyle, and consumer experiences within CGV cinema locations. The expansion requires limited capital, with only IDR 100 million (approximately USD 6,800) allocated per cosmetics retail location.
Cosmetics retail strategy
The company plans to place cosmetics booths at flagship cinema locations with high customer traffic, such as Central Park. BLTZ projects around 18 customers per day will visit and make purchases, with daily cosmetics sales estimated at IDR 50,000 (approximately USD 3.40). The addition of the Indonesian Standard Classification of Business Fields (KBLI) for cosmetics retail is expected to facilitate partnerships with brand owners or official distributors.
Brand partnership targets
BLTZ is exploring collaborations with several cosmetics brands, including Olive Young, Bioheal, and wakemake, though no definitive agreements have been reached. These brands are under discussion and exploration. The company has not yet appointed any third-party massage service providers but plans to attract established names such as Kokuo Family Massage & Reflexology, Meiso Reflexology, Energy Reflexology Bar, and Karada Japanese Body Care.
Massage service model
Unlike cosmetics retail, BLTZ will not allocate initial funds for massage services, as it only requires operational system adjustments in the application and cashier system. Massage services will be offered exclusively through partnerships with third-party providers and limited to the Gold Class auditorium at CGV Pacific Place.
Regulatory and channel signals
The expansion plan requires approval at the Extraordinary General Meeting of Shareholders (EGMS) scheduled for 18 June 2026. This regulatory step underscores the formal process for adding new business lines. For overseas aesthetic buyers and distributors, this development highlights a new retail channel for cosmetics and a potential partnership avenue for massage service providers within Indonesia's cinema-based lifestyle ecosystem.
Source: Read the original report | Published: June 17, 2026