Seoul Beauty Week turns DDP into a global beauty festival

For those of you here interested in Korean beauty products and trends there's a related event taking place right in the heart of Seoul.

Our Byeon Ye-young took a 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.

Byeon Ye-young, Arirang News.