CreatripTeam

LG Household & Health Care showcased K-beauty at the 2025 APEC summit by gifting 20 specially made state-guest sets containing The History (더후) high-end anti-aging creams ‘Hwanyu-go’ and ‘Hwanyu Dongan-go’ to spouses of leaders and additional sets to CEOs. Each set was placed in handcrafted najeonchilgi (mother-of-pearl inlay lacquerware) boxes made by Seoul’s master lacquer artisan Son Dae-hyun, reflecting traditional Korean court aesthetics. An extra 54 creams were distributed to CEO Summit attendees; select CEOs, including NVIDIA’s Jensen Huang, received a distinct “special najeonchilgi box” with a Gyeongju-inspired “Millennium Light” pattern and a lacquer pen tray. The History also hosted an Art Heritage Lounge in Gyeongju, where global figures tried the products. LG said the event highlighted Korea’s luxury K-beauty and craftsmanship; The History brand has exceeded 20 trillion KRW in cumulative sales since its 2003 launch.