- Festival held at HiKR Ground from June 24 to July 19, with K-beauty promotion and experience zones covering makeup, hair, medical services, wellness, and more

- “Special Exhibition of K-Beauty Tourism Products” (through Sep. 30) operated with domestic and international online travel agencies to attract K-beauty tourists worldwide

The Ministry of Culture, Sports and Tourism (Minister CHAE Hwi-young, MCST), together with the Korea Tourism Organization, will hold the “2026 Korea Beauty Festival” at HiKR Ground from June 24 (Wednesday) to July 19 (Sunday). One of the things international visitors to Korea are most curious about is K-beauty, and this festival—held for about a month at HiKR Ground in front of Cheonggyecheon Stream—offers a firsthand look at K-beauty. Now in its third year, the Korea Beauty Festival centers on the theme of K-beauty and directly targets international tourists.

The slogan of this year’s event is “All about Beauty: Curated by KBF (Korea Beauty Festival),” reflecting the event’s aim to introduce international visitors to every aspect of Korean beauty. At the opening ceremony (June 24), event promotional model Hyeri (actress), along with Korea Tourism Honorary Ambassadors Ceci de la Cueva (Mexico; actress and singer) and Chadraabal Gan-Erdene (Mongolia; content creator), will celebrate the festival’s launch and highlight K-beauty’s global influence.

Diverse K-Beauty Experience Zones at HiKR Ground, a Must-Visit Destination for International Visitors

At HiKR Ground, which has emerged as a must-visit destination for international visitors, K-beauty experience zones covering makeup, hair, and fashion will operate from June 25 to 28. On the first floor of the venue, visitors can try beauty self-assessment experiences, while the fourth floor offers signature K-beauty content—starting with K-pop idol makeup experiences and including scalp diagnosis and hair styling, eyebrow grooming based on face shape and preferred style, and customized fashion styling based on body type. On the fifth floor, visitors can take part in one-on-one in-depth consultations with experts, such as personalized color analysis and wedding styling, as well as expert-led classes, including celebrity-style makeup demonstration classes and lessons on fashion trends from popular districts such as Seongsu and Itaewon. From July 1 to 19, a space introducing K-beauty tourism information and products will be set up on the fourth floor to attract more K-beauty tourists.

Supporting K-Beauty Tourism Product Development and Promotion Through a Special Exhibition with OTAs, Business Consultations, and Overseas Travel Industry Site Visits

This year, to expand opportunities for individual foreign travelers to book and experience K-beauty travel programs themselves, the MCST will hold a “Special Exhibition of K-Beauty Tourism Products” (June 24 – September 30) together with domestic and international online travel agencies (OTAs)[1]. At the special exhibition, international tourists can book more than 800 K-beauty tourism products listed by nine OTAs. These efforts aim to generate new inbound travel demand and encourage repeat visits.

In addition, to promote the growth of K-beauty tourism, a business consultation session will be held on June 25, bringing together 40 overseas travel companies from 19 countries and 42 domestic companies offering beauty, medical, wellness, and related services. Through these consultations among overseas travel companies and domestic beauty and medical tourism businesses, the MCST plans to support the development of around 100 K-beauty tourism products and attract some 2,000 inbound tourists.

Furthermore, a promotional tour of domestic K-beauty tourism sites will be held from June 23 to 29 for the overseas travel operators participating in the consultation session. Visiting Seoul, Gyeonggi-do, Busan, and Jeju, they will experience carefully selected K-beauty tourism sites across selected areas, including skin care, makeup, hair, K-lifestyle, and wellness and medical services. Through these efforts, a diverse range of appealing K-beauty tourism products is expected to be developed, drawing K-beauty fans from around the world to Korea.