The Ministry of Culture, Sports and Tourism (Minister YU In Chon, MCST) together with the Visit Korea Committee (Committee) and the Korea Tourism Organization (KTO) will host the 2025 Korea Beauty Festival from June 19 (Thursday) to July 18 (Friday) at various locations across Seoul. MCST Second Vice Minister Jang Mi Ran will attend the opening ceremony on June 19 to officially kick off the festival and encourage the participating domestic and international businesses.

As global interest and demand for K-beauty continues to rise, K-beauty has now become a leading trend in the global beauty industry and an essential part of Korean tourism. In response to such trend, the ministry is holding this event for the second consecutive year to allow visitors to experience Korea’s diverse tourism appeal through K-beauty, turning the Korean summer into a vibrant celebration of beauty. With this year’s slogan “NEW ME·미·美”, the event invites international visitors to embark on a journey to discover their own unique beauty through K-beauty.

DDP to host K-beauty hub  with immersive experiences and global business networking

This year, a comprehensive K-Beauty experience zone, “K-Beauty Town,” will open from June 19 to 22 at both indoor and outdoor venues around the Dongdaemun Design Plaza (DDP), including the Art Hall and Oullim Square. Visitors will be able to explore all five major sectors of K-beauty — hair, makeup, fashion, medical services, and wellness tourism — in one place.

The opening ceremony will take place on June 19 at 7PM at Oullim Square in DDP. It will feature a variety of performances, including a musical show inspired by K-beauty, and celebratory events to mark the launch of the festival.

Dedicated zones will showcase each of the five K-beauty sectors inside Art Hall 2. On the opening day (June 19), a 1:1 business consultation event will be held in the conference hall, bringing together domestic and international experts from the medical and wellness industries. A total of 87 participants, including buyers and content creators from 11 countries, have been invited to engage in business consultations and real-time promotions to support the global expansion of K-beauty products. From June 20, sector-specific lectures and talks will be held to further engage visitors and industry stakeholders.

Admission to Art Hall 2 is available through pre-booking via the official website (koreabeautyfestival.com) or on-site registration. Other areas of the festival are open to the public without reservations.

Welcome centers and promotional hubs to be operated in major tourist destinations for foreign visitors at Myeongdong, Dongdaemun, Seongsu, and Gangnam

To better accommodate international tourists, a Welcome Center will operate from June 19 to July 18 in front of the Myeongdong Theater. The center will offer event information and language services for tourists, helping visitors fully enjoy the Korea Beauty Festival. To boost local spending, a “Stamp Tour” will also be held in collaboration with nearby beauty shops. Participants can collect stamps by visiting designated stores and receive promotional gifts or benefits. In addition, seven promotional hubs have been set up in popular tourist spots, including Myeongdong, Dongdaemun, Seongsu, Gangnam, Hongdae, and Cheonggyecheon.

With over 520 participating companies and organizations, the Korea Beauty Festival will feature a wealth of exclusive offers — including special discounts on dedicated products and services, lucky  draws prizes, and much more

More than 520 participating companies and organizations across various industries — including hair, makeup, fashion, medical services, wellness, airlines, accommodations, and retail — will provide special discounts and promotional benefits tailored to international tourists during the Korea Beauty Festival period. The tourism industry, including airlines and hotels, will also offer additional perks to encourage more foreign visitors to travel to Korea.

To enhance the visitor experience, a free shuttle bus service will run three times every day between DDP, the Myeongdong Welcome Center, and Olympic Park between June 19 and 22. This service is linked to the large-scale Hallyu festival “My K-Festa,” creating a comprehensive Korean cultural experience for foreign guests. International tourists can register for the shuttle bus service on-site at any of the designated pick-up points.

For more information on the festival’s diverse programs and exclusive offers, please visit the official website.

The Second Vice Minister JANG stated “The Korea Beauty Festival will serve as a global hub for K-beauty tourism, offering visitors a chance to see, feel, and experience everything that makes K-beauty so beloved around the world.” She added, “I hope tourists visiting Korea will discover their own unique K-beauty, and take home lasting memories from that journey.”