Seoul announces branding 'K-Beauty' at Newsis K-Expo 2021

Domestic beauty experts ordered industry innovation measures post-pandemic.

The Seoul beauty industry branding conference 2021 NEWSIS K-Expo was broadcast on YouTube on 16 September. Overseas panellists participated online, and domestic panellists participated offline, coming up with plans for K-Beauty to grow along with the Korean Wave after the COVID-19 pandemic.

Lazada Singapore CEO James Chang said, "We would like to meet more Southeast Asian customers and introduce a variety of products by introducing K-Beauty." Looking at the market share of beauty products in Southeast Asia, South Korea surged from 8.9% in 2016 to 11% last year. Lazada introduced Laz Korea, a Korean product speciality store, and introduced Hallyu star Hyun Bin as a publicity ambassador.

"From now on, the Seoul Metropolitan Government should organise and share information in areas of common interest such as eco-friendliness, and gather wisdom to create a place where Beauty Seoul can succeed and provide continuous support," said Amorepacific head of strategic decision Jinpyo Lee.

Foundation of Korea Cosmetic Industry Institute president Jae-ran Lee said, "The Korean cosmetic industry is developing innovative products in a short time and leading the global trend as the Korean Wave. I hope that it will develop in a way that meets the needs of overseas customers by continuing to produce innovative products that combine eco-friendliness and hyper-personalisation."

NEWSIS K-Expo started in 2019. It is an event that explores the sustainability of the Korean Wave, encompassing not only culture but also industries such as beauty, food and beverage, and tourism.