Government Pushes K-Beauty to Drive 400 Trillion-Won 'K-Culture' Market
Creatrip Team
a month ago
The Ministry of Culture, Sports and Tourism and Korea Tourism Organization opened the 2026 Korea Beauty Festival on June 24 in Seoul to promote K-beauty worldwide. The festival — the first major K-culture event after the government expanded the 'K-culture' concept to include tourism and exports of food, beauty, and fashion and raised the 2030 market target from 300 to 400 trillion won — runs through July 19 with hands-on makeup, hair, fashion and personalized color (personal color) experiences, expert consultations, and lectures. The event includes a marketplace for tourism products and an OTA-backed special exhibition where foreigners can book over 800 K-beauty tourism packages. Business matchmaking and fam trips for overseas travel agents aim to create about 100 new K-beauty tourism products and attract roughly 2,000 visitors, highlighting K-beauty’s role in making Korea’s cultural economy grow at an annual pace above 9%. (K컬처: 'K-culture')
