- Korea Summer Beauty Sale (Jul 20 to Aug 20) with 20 special promotions from 175 companies

 - Vice Minister for Culture, Sports, and Tourism visited “Amore Seongsu,” a K-beauty tourist attraction, and met with companies

The Ministry of Culture, Sports and Tourism (Minister PARK Bo Gyoon, MCST) holds Korea Summer Beauty Sale from July 20 (Thur) to August 20 (Sun) with the Visit Korea Committee (Chairperson LEE Boo Jin, VKC).

As a public–private partnership event with the K-Tourism Cooperation Group and K-beauty companies, “Korea Summer Beauty Sale” is a themed tourism festival offering special K-beauty promotions with products popular among foreign tourists and various K-beauty experience programs. JANG Mi Ran, the second vice minister of the MCST, visited Amore Seongsu, a K-beauty spot in Seoul, on July 20 (Thur), met industry officials, and discovered ways to revitalize K-tourism integrated with K-beauty. CEOs of K-beauty companies and around 20 industry representatives, such as LEE Sang Mok, president of Amorepacific Group, CHO Yoon Soo, president of Genie The Bottle, HAN Go Eun, an actress, and Risabae, a beauty content creator, joined this event.

JANG mentioned, “The focus of this event is to offer a ‘special experience that can be only made in Korea’ to foreign tourists rather than only letting them buy products. This experience will become a driving force to continue visiting Korea. I hope this event featuring K-beauty will establish Korea as a ‘mecca of beauty’ that people from all over the world want to visit and experience.”

The participants talked about the role of K-beauty in attracting foreign tourists and the virtuous circle of K-beauty growth with the increase in product sales by foreigners. LEE said, “Now, Korea has new and special charms,” introducing “Osulloc Tea House Bukchon” and “The House of Sulwhasoo Bukchon” as places where foreigners can experience various Amorepacific products, along with modern and stylish Korea. CHO, who leads an eco-friendly children’s beauty brand attracting the attention of the global market, expressed his expectation, saying, “This event will have a good opportunity for Korean products to be promoted through various channels and for foreign visitors to buy them.” Moreover, Risabae said, “K-beauty has many natural makeup styles that bring out the original beauty. I think foreigners love the variety of K-beauty products and the elegance of makeup techniques.”

 Special promotions, discounts, giveaways, etc., from 175 companies in beauty, shopping, flight, hotel, and other industries

Various tourism companies in flight, shopping, accommodation, experience, and other industries, as well as K-beauty companies, voluntarily join this festival to hold diverse online and offline events, such as 20 special promotions, discounts, and giveaways.

First, representative K-beauty brands such as CJ Olive Young, LG Household & Health Care, Sulwhasoo, and Korea Ginseng Corporation (KGC, CheongKwanJang/Donginbi) and beauty salons, nail salons, and cosmetic surgery clinics in the areas where foreign tourists frequently visit like Myeongdong, Gangnam, and Hongdae offer foreign tourists various discounts and giveaways. The shopping businesses, including The Shilla Duty Free Shop, Lotte Duty Free Shop, Lotte Department Store, and Hyundai City Outlet, provide benefits such as discounts on K-beauty products.

In addition, Incheon International Airport Corporation holds a round-trip flight ticket giveaway event, and T’way Air grants up to a 20% discount on flights to Korea. Hotel industries, such as The Shilla Hotels & Resorts, Mayfield Hotel & Resort, Chosun Hotels & Resorts, and Paradise City, also offer exclusive benefits. Creatrip, a world-class online travel agency (OTA), organizes an event giving discounts of up to 80% off on K-beauty products (hair styling, nail care, skin care, etc.), targeting foreigners from Japan, Taiwan, Hong Kong, and Southeast Asia.

 “K-beauty Tourism” that can only be experienced in Korea, operating booths to welcome foreign tourists

With the theme of “K-beauty Vacation,” diverse experience events targeting foreign visitors are held. Like A Local, a tourism start-up, regularly holds a K-beauty Road experience event in Bukchon. Beauty Play in Myeongdong has a “K-beauty experience class.” Online and offline discounts and event base centers for small- and medium-sized companies are operated during this festival. Lotte Department Store is ready to conduct a “K-Beauty Class,” and Sulwhasoo offers a special docent tour at the Sulwhasoo Bukchon flagship store.

For the “Visit Korea Year Welcome Week” from July 20 (Thur) to July 26 (Wed), welcome booths are operated in Myeongdong, Hongdae, Itaewon, and Gangnam, which are major tourist destinations. The booths host K-beauty experience events with K-beauty companies and influencers and provide interpretation and tourist convenience services for foreign tourists. In addition, there are giveaway festivals to revitalize the local commercial areas, such as giving away invitations to the “Music & Beer Festival 2023,” held in Boryeong and Busan, targeting about 400 foreign tourists.

For detailed information on this festival, visit the Korea Summer Beauty Sale website (https://vky.kr/koreasummerbeautysale).