The “Korea Beauty Festival 2024” will welcome visitors at specialized spots in Hongdae, Seongsu, Myeongdong, and Gwanghwamun throughout June

The festival offers “K-Beauty” activities and promotional events combining hair, makeup, fashion, healthcare and wellness

The Ministry of Culture, Sports and Tourism (Minister YU In Chon, MCST) together with the Visit Korea Year Committee (Committee) and the Korea Tourism Organization (KTO) will hold “Korea Beauty Festival 2024” at major spots across Seoul throughout June.

The festival consists of programs and events designed to attract international tourists by capitalizing on their keen interest in and preference for K-beauty, including activities in different areas including hair and makeup, fashion, healthcare, and wellness, as well as discount and other promotion events and business-to-business (B2B) events. The opening ceremony will be held on June 1 at a stage specifically built for the event in front of the King Sejong Statue at Gwanghwamun Square, Seoul. The celebration will feature various performances and shows highlighting the charm and wide applications of K-beauty, including a hair and makeup demonstration, a collaboration stage between singing ball players and Korean traditional music, and other events inspired by the theme of K-beauty and wellness.

Enjoy K-Beauty at various spots specializing in hair, makeup, fashion, medical and wellness, etc.

During the festival, various specialized spots will be set up in areas visited by many international tourists such as Hongdae (hair and makeup), Seongsu (fashion), Myeongdong (reward events), and Gwanghwamun (healthcare and wellness) to host various K-beauty events.

In Hongdae (June 1~9/’HD Cafe' outdoor yard), you can enjoy K-hair and makeup service, customized color (personal color) analysis, digital tattoo experience, and pop star makeup demonstration (June 1). Seongsu (June 1~30/Yeonmujang-gil Pop-up Store) offers a K-fashion photo shoot experience (photo studio), a special lecture on fashion trends (June 19), and a special styling program (June 26). In Myeong-dong (June 17~30/in front of Myeongdong Theater), a pop-up store opens where international visitors can receive K-Beauty souvenirs by presenting a receipt for a beauty-related purchase (over KRW 50,000), along with a weekend prize giveaway. The Gwanghwamun spot (May 31~June 2/Gwanghwamun Square) operates a medical and wellness experience center and a B2B counseling center between domestic and foreign companies, as well as K-culture activities such as K-wave photo shoots and K-pop dance classes.

”Special discount” event with 320 K-beauty companies and the tourism industry, including airlines and lodging services

A total of 320 companies in the hair and makeup, fashion, medical and wellness sectors will participate in the festival and provide discounts for international tourists on K-beauty products and beauty services, creating special memories. The companies will also offer beauty experience events and technical education programs for foreigners (Bukchon Sulwhasoo House, ParkJun BeautyLab, etc.)

The tourism industry, including airlines and accommodation services also offers additional benefits to attract more international visitors to Korea. Korean Air, Asiana Airlines, Jeju Air, T'way Air, and Eastar Jet offer discounts on air tickets from overseas to Korea. The Shilla Seoul, Mayfield Seoul, Four Points by Sheraton Seoul Gangnam, and Paradise Casino Walkerhill will offer exclusive accommodation packages to foreigners visiting Korea and provide room discounts. (pre-booking required for each product) Hanatour ITC and Creatrip provide special packages and discounts in connection with K-Beauty. More information about the festival, including activities at each spot and special discounts, can be found on the official website (https://koreabeautyfestival.com).

Minister YU said, “We will foster the Korea Beauty Festival 2024 as a core content that will usher in the 20 million international tourists era.” He added, “The MCST will hold the Korea Beauty Festival in June to mark the second year of the Visit Korea Year. We will continue to promote various events to attract international tourists, including the Korean Wave Tourism Festival in October.”