The beauty industry of South Korea is making a significant impact at the ongoing Asia-Pacific Economic Cooperation (APEC) Senior Official Meeting (SOM1), taking place in Gyeongju, North Gyeongsang Province. The event, held from February 24 to March 9, is showcasing the “K-Beauty Zone,” an outdoor exhibition that has attracted considerable attention from APEC delegates.
The K-Beauty Zone, set up as part of the SOM1 meeting at the Hwabaek Convention Center, has been drawing large crowds. The zone features over 200 types of cosmetics and beauty devices from 33 local companies. It has been jointly organized by the Gyeongbuk IT Convergence Industry Technology Institute, the Gyeongbuk Cosmetics Industry Association, and Daegu Oriental Medical University.
According to North Gyeongsang Province, 265 delegates from APEC member countries visited the K-Beauty Zone over the first three days of the meeting. The number of visitors increased steadily, with 25 delegates on the first day, 130 on the second, and 110 on the third. The lower turnout on the opening day was attributed to fewer meetings scheduled for that day.
One of the key factors driving the popularity of the K-Beauty Zone is the array of interactive events. Delegates can experience the latest beauty technology through hands-on activities, including “Beauty Device Experience” sessions and a “Personal Color Diagnosis Program” to help find the right skincare products. Visitors can also engage in a “Make Your Own Perfume” experience, allowing them to craft personalized fragrances.
Additionally, a makeup show featuring professional makeup artists is held twice daily, offering an added attraction to visitors.
An overseas delegate shared their appreciation for the event, stating, “It was great to use K-beauty products directly and discover products that are particularly suited to my skin. Experiencing the latest beauty devices firsthand showcased the remarkable advancements in Korea’s beauty industry.”
Looking ahead, Gyeongbuk Province aims to continue supporting the beauty industry as a key growth engine. Plans include increased research and development support, as well as enhanced overseas marketing efforts. The province hopes to expand exports and strengthen the global presence of Korean beauty brands, with the APEC summit serving as an important platform for these initiatives.
Choi Hyuk-joon, Director of the MetaAI Science Bureau in Gyeongbuk Province, emphasized, “We are committed to showcasing the excellence of K-beauty during the SOM1 meeting, ensuring that delegates leave with lasting memories of the innovative and captivating beauty experiences on offer.”
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