[Features reporter] Seoul Beauty Week turns DDP into a global beauty festival

Ye-young, I heard you went to an event filled with beauty products?

Yes, I did. I visited Seoul Beauty Week at Dongdaemun Design Plaza to check out the latest in K-beauty.

I’ve been wanting to go. I heard there are a load of fun activities, and sometimes you even get a load of free stuff.

That’s right. I’ll admit, I came back with about five bags, full to the brim with new products to try out.

But Seoul Beauty Week is about much more than freebies.

It’s also a stage for innovation, conversation, and new business opportunities in the K-beauty market.

Let’s take a closer look.

A machine scans the face.

AI technology then analyzes skin tone and condition, recommending products from a vast database.

It’s one of the many innovative K-beauty products visitors can try at Seoul Beauty Week.

“Seoul Beauty Week is not just an exhibition, it’s a beauty festival that the general public can also enjoy. For businesses, it provides opportunities to expand their networks, while for the public, it offers a chance to truly experience and enjoy K-beauty. That’s the purpose of our event.”

On opening day, a special Biz Preview tour gave industry buyers and decision-makers a first look at K-beauty before the event opened to the public.

From global bestsellers to emerging brands, visitors can test products, participate in fun events, and take home samples or full-sized products that reflect the very best in the industry.

“This is the Trend Zone, where nearly 120 companies are showcasing the latest in K-beauty. From skincare and body care to beauty tech and lifestyle products.”

Here, visitors can design their own facial mist, picking a serum to match their skin type and a fragrance to fit their style, and they can even add a personalized label on the spot.

Many booths also highlight eco-friendly concepts and natural ingredients

Others show the science behind the skincare, from AI-powered tools to the latest in beauty tech.

In keeping with its goal of globalizing K-beauty, the event is geared up for foreign visitors.

“I really appreciate. They also speak English when they introduce the new product so we can understand better”

Away from the stalls, there is a whole range of exciting programs, from global marketing seminars to makeup shows, and influencer talks featuring fan-favorite beauty gurus.

Seoul Beauty Week runs until August 30th at Dongdaemun Design Plaza.

Wow, it looked like there were so many people there!

Yes! And keep in mind, most of what you saw was filmed before the event officially opened to the public.

Once the doors opened, the plaza was packed, with lines stretching all the way outside.

That really shows the popularity of Korean beauty products.

And I think it’s amazing that so many international visitors were there as well.

Exactly. It really shows the global appeal of K-beauty.

Now, in your report you highlighted AI, natural ingredients, and technology-based skincare.

But it looked like there was even more to see there?

Yes, the packaging for many of the products was simply amazing.

It was so eye-catching, trendy, and creative.

For example, these body products don’t look like cosmetics at all.

They’re designed to look more like decorative pieces for your home, and even double as flower vases.

And look at these products here.

Don't they resemble whiskey bottles?

At first glance, you’d think it belongs on a bar shelf rather than a bathroom counter.

A very creative idea.

Wow, that’s really fun. It makes you want to display them, not just use them.

Exactly. And it wasn’t just about products.

You mentioned it was also a star-studded event with influencers attending?

Yes. Actually, I ran into someone very special, a familiar face to our Arirang viewers.

He was recently on the Kulture Wave, and he wanted to share a message with our viewers.

"When it comes to beauty cosmetics, K-beauty is one of the best I believe and this is the capital city of K-beauty.

I highly recommend you to come and check it out. K-beauty, K-everything here in Korea."

Thank you to Prince Gunwoo for that message, and thank you Ye-young for your coverage!

Thank you Ye-young.

My pleasure.