Landing International announced on the 15th that it successfully concluded the inaugural National K-Beauty Week, held from the 11th to the 17th, which transformed key U.S. cities like Los Angeles and New York into vibrant showcases of K-Beauty. This week-long festival featuring both online and offline events captivated American consumers, indicating strong market engagement in K-Beauty products and culture.

By partnering with major U.S. retail chain Ulta Beauty, Landing International aimed to elevate awareness and interest in K-Beauty and K-Culture. The positive consumer response during this commemorative week signifies K-Beauty's evolution into a cultural trend and growth sector within the U.S. market. Registration with the National Day Calendar reinforces its significance as the first official K-Beauty week in the country.

The festival featured a variety of events across key locations including LA, New York, and Georgia, with Ulta Beauty stores transformed into interactive K-Beauty experiences. Influencers participated in the festivities, and local consumers engaged through programs like skin diagnostics, brunch events, and hands-on activities, demonstrating a model of experiential marketing that enhances customer loyalty and repeats engagement.

The highlight of National K-Beauty Week was the closing bell ceremony at Nasdaq on the 15th, symbolizing K-Beauty's global appeal and growth trajectory. CEO Jang Saera from Landing International and Ulta Beauty executives participated in this significant event, underscoring the increasing influence of K-Beauty in the global market.

During her speech, Jang emphasized the importance of National K-Beauty Week and shared a vision for the future, reinforcing the quest for broader international recognition and success. The award presentation at the closing bell event further celebrated the value of K-Beauty, marking its increasing presence within the American consumer culture.

Looking ahead, Landing International plans to expand K-Beauty's reach through the introduction of K-Wellness in the U.S. and expansion into global military distribution channels. This multi-faceted approach highlights a commitment to not just product distribution but also supporting the comprehensive market entry strategy for K-Beauty brands.

Founded in 2013, Landing International operates a platform that enables K-Beauty brands to navigate the complexities of the U.S. market, from storytelling and localization to marketing and distribution. The company has successfully introduced over 1,000 products from more than 225 brands through partnerships with major retail channels including Ulta Beauty, Target, and Walmart, establishing a decade-long exclusive partnership with Ulta for K-Beauty distribution. The strategic pivot towards growth and marketing integration positions Landing as a platform supporting the broader expansion of K-Beauty brands in global markets.