The '2025 K-Beauty Glow-up' event was held in Manila, Philippines, on November 25th and 26th, celebrating the popularity of Korean beauty products, or 'K-Beauty'. The event attracted many Filipinos, highlighting their strong interest in Korean cosmetics. According to a survey by the Korea Foundation for International Cultural Exchange, 72.4% of Filipinos show a preference for K-Beauty, making it the most popular among 28 surveyed countries. The event featured personal color diagnosis, Korean-style hair styling, and exhibitions by companies like Amorepacific. Efforts were made to connect this K-Beauty enthusiasm to Korean tourism with promotional discounts. Approximately 5,000 attendees visited the event, with notable appearances by the Korean tourism honorary ambassador Kyleen Alcantara and local girl group KAIA's leader Angela, who demonstrated Korean makeup styles. The Korea Tourism Organization aims to use this event to boost tourism from the Philippines to Korea, as Filipino visitors to Korea have significantly increased.
