Seoul Beauty Week brings together brands, buyers and influencers at DDP

The heightened fascination with K-beauty was on full display Tuesday as visitors — from travelers and buyers to influencers — gathered at Dongdaemun Design Plaza (DDP) in central Seoul for the kickoff of the third edition of Seoul Beauty Week.

Buyers examine products from small- and medium-sized Korean companies during Seoul Beauty Week 2024 at Dongdaemun Design Plaza (DDP) in Jung District, central Seoul, on Tuesday. [YONHAP]

The heightened fascination with K-beauty was on full display Tuesday as visitors — from travelers and buyers to influencers — gathered at Dongdaemun Design Plaza (DDP) in central Seoul for the kickoff of the third edition of Seoul Beauty Week.

Fernanda Sampaio of Brazil, 31, was among the attendees, coincidentally visiting the event on her first day in Seoul.

“Everybody knows they [Korean beauty products] are good,” she told the Korea JoongAng Daily, adding that she regularly uses skin care and hair products from Korean brands.

Hosted by the Seoul Metropolitan Government, the three-day event invites sellers, buyers and visitors to explore a wide array of Korean beauty brands.

People visit booths of small- and medium-sized Korean companies during Seoul Beauty Week 2024 at Dongdaemun Design Plaza (DDP) in Jung District, central Seoul, on Tuesday. [YONHAP]

On Tuesday morning, the venue was already buzzing with crowds, with some booths seeing long lines as visitors waited to grab free cosmetic samples.

“I want to try as many Korean beauty products as I can while I am in Korea,” said Xiang Xiao Qian, a 21-year-old university student from China on an exchange program, as she queued at the Dr.Forhair booth.

“I always go to Olive Young to buy Korean products, and I search online for new brands.”

The exhibition featured products from 62 companies, including major players like Amorepacific and Kolmar Korea, as well as popular small and mid-sized brands such as rom&nd and Dr.Forhair.

This year, about 200 buyers from 36 countries are attending the event, according to city officials.

Around 200 companies have signed up for the beauty trade show — 50 more than last year — where buyers will consult with different Korean beauty brands.

“I think there are many more people here compared to last year,” said Suth Ratha, CEO of Lua Trading, a company that imports and exports goods to and from Korea. He had also attended last year as a buyer.

According to Ratha, Korean cosmetics gained popularity in Cambodia just before the pandemic and have been trusted by consumers ever since.

Buyers and sellers sit for a business consultation during the beauty trade show held as part of the Seoul Beauty Week 2024 at Dongdaemun Design Plaza (DDP) in Jung District, central Seoul, on Tuesday. [SEOUL METROPOLITAN GOVERNMENT]

Seoul Mayor Oh Se-hoon also shared his optimism for the future of K-beauty during his opening speech on Tuesday.

“A total of 154 companies participated in the past two events, attracting around 78,000 visitors,” the mayor said, adding that exports worth 23.3 billion won ($17.6 million) were generated through the event.

“Thanks to efforts from the city government and the beauty industry, K-beauty exports in the first half of this year rose 30 percent year-on-year to $3.3 billion, overcoming the challenges of the pandemic.”

Kolmar Korea Vice Chairman Yoon Sang-hyun also spoke at the event, emphasizing that research and development, a strong focus on young consumers via online platforms and diverse product categories are driving the sustained growth of the Korean beauty market.

Seoul Mayor Oh Se-hoon, right, and beauty YouTuber and makeup artist Leo J, third from right, visit Kolmar Korea's booth during Seoul Beauty Week 2024 at Dongdaemun Design Plaza (DDP) in Jung District, central Seoul, on Tuesday. [NEWS1]

This year's event also featured a live commerce studio, where influencers went live to promote Korean products under bright studio lights. This is the first time the event has included live commerce programs, allowing influencers to showcase beauty products in real-time.

“Thai people love Korean products,” said Warinda Damrongphol, also known as DJ Dada, a Thai MC, actress and influencer.

“This is my second time attending, and I think it’s the best place to see all the latest Korean products and beauty trends.”

Fellow influencer Fern Passakorn added, “I’ve always been interested in Korean products, and through this event, I’ve discovered new categories, like hair care, beyond the skincare I’m usually drawn to.”

The three-day event, which runs until Thursday, includes beauty brand exhibitions and a global beauty zone featuring brands from countries like Germany and Indonesia. Wednesday will see a pitch competition for beauty startups and a seminar on government export support programs, while Thursday will offer talks and a fashion show for emerging brands. Beauty classes and styling booths will also be offered at Oullrim Square outside the DDP building throughout the three-day event.

Seoul Beauty Week will also appear in other parts of the city, with participating brands setting up pop-up stores in areas like Myeong-dong, Hongdae and Gangnam.

Thai influencers arrange Korean cosmetic products for a live commerce session at a studio during Seoul Beauty Week 2024 at Dongdaemun Design Plaza (DDP) in Jung District, central Seoul, on Tuesday. [SEOUL METROPOLITAN GOVERNMENT]

BY CHO JUNG-WOO [cho.jungwoo1@joongang.co.kr]