In recent years, K-beauty has seen a rapid rise―initially popularized by K-dramas and K-pop, but now gaining prestige on its own merits with innovative ideas and exceptional product quality. Globally, K-beauty encompasses not just products but also various aspects of Korean culture related to beauty, including makeup techniques and self-care practices.

The ¡°2024 Korea Beauty Festival¡±―running from June 1 to 30―provided a platform to experience these facets of K-beauty across Seoul. Different areas highlighted diverse sectors: Hongdae featured hair and makeup, Seongsu focused on fashion, Myeong-dong hosted the Beauty Shopping Receipt Verification Reward event, Gwanghwamun emphasized health and medicine, and Gangnam offered a Photo Zone SNS Hashtag Event.

In Hongdae, from June 1 to 8, a vibrant street popup event allowed participants to explore personal color analysis, hair and makeup touch-up services, makeup analysis and instant digital tattoo experiences. Demonstrations of K-pop idol makeup also drew attention―those intrigued by K-beauty after visiting could explore nearby Beauty Play, an open space showcasing various products from local cosmetics brands.

From May 31 to July 2, Gwanghwamun Square hosted wellness-themed popups featuring booths focused on health, emotional healing, ocean therapy and forest therapy. For foreigners, interactive booths included ear acupressure therapy for mental well-being and tea therapy for health maintenance based on individual constitutions. Dermatological counseling and event booths were also available, complemented by multiple photo zones enhancing the festive atmosphere.

In Seongsu-dong during the entire month of June, visitors had the chance to experience K-fashion assessments and participate in photoshoot opportunities. They could also attend classes focused on styling and image consulting tailored around K-fashion. At the same time, in Gangnam, Jenny House Cheongdam Hill visitors received treatment. They had the opportunity to receive a hair product set by taking part in the special photo zone at the Korea Beauty Festival.

In Myeong-dong, from June 17 to 30, a booth operated where visitors could receive rewards by verifying their beauty product shopping receipt―after shopping, visitors could collect stamps at various locations, and upon verification, they received prizes. Additionally, a special prize event exclusively for weekends was also held.

This event, held at popular tourist destinations in Seoul―welcoming both international travelers to Korea and domestic tourists―likely introduced K-beauty to a wide audience. Moreover, the convenience of experiencing representative K-beauty programs without the hassle of individual reservations or inquiries provided tourists with a seamless and enjoyable experience, receiving accolades across the board.