BUSAN -- Reflecting the popularity of K-beauty trend and high demand for K-beauty products around the world, K-beauty Festival is being held at BEXCO during the ASEAN-ROK Commemorative Summit.

K-beauty has been an influential trend across the world, propelled by the high popularity of K-pop and Korean dramas. Korean cosmetics companies have been exporting a wide range of skincare and makeup products. Total exports reached $6.89 billion last year, according to the Korea Cosmetic Association.

The festival, held under the slogan of “ASEAN Beauty, Make up Our Dreams,” is organized by the Ministry of SMEs and Startups, with the cooperation of related ministries, including the Ministry of Health and Welfare, the Ministry of Food and Drug Safety and K-beauty companies. 

The two-day festival aims to connect guests from ASEAN countries and Korea by sharing each other’s culture and beauty.

The festival venue was packed Monday with booths set up by leading K-beauty companies. The festival is separated into four sections; an SME zone, ROK-ASEAN zone, Mutual Growth zone, and K-beauty experience zone.

Varieties of facial sheet masks are on display at the festival, as sheet masks have been leading the K-beauty trend. For example, L&P Cosmetic’s Mediheal brand, promoted by K-pop juggernaut BTS, has sold over 1.7 billion sheet masks globally.

Korean cosmetics giant Amorepacific is showcasing its high-end skincare brand Sulwhasoo, inspired by Korean ginseng.

There are booths that introduce how K-beauty embraces advanced technology, including a booth that uses virtual reality to allow users to experience the locations where natural cosmetic ingredients are sourced, such as a green tea farm on Jeju Island.

3D printing technology that builds artificial skin -- as a substitute for animal testing -- is also showcased at the fair.

SMEs and Startups Minister Park Young-sun visited the venue Monday.

“Korea has evolved into the world’s No. 4 country in cosmetics exports thanks to the SMEs in the beauty industry that have continuously developed new products such as BB cream, air cushion foundation, mask sheets and more,” Park said in a press release.

“Starting from now, I will focus on policies that support the growth of K-beauty, supporting Korea to become the No. 3 country in cosmetics exports, in cooperation with other ministries.

The festival also featured various activities. Live recording of TV show “Get It Beauty” on OnStyle was held Monday. The beauty show, launched in 2006, is produced by entertainment mogul CJ ENM. In its 11th season, the Friday night show has been a signature program when it comes to understanding K-beauty trends.

K-beauty Trend Show will be held Tuesday, featuring 12 models on the runway, styled with local makeup and hair designs.

According to the organizers, buyers from 20 companies from four ASEAN nations are to visit the two-day festival.

By Im Eun-byel (silverstar@heraldcorp.com)