AMUTY announced on July 7 that it will host a K-beauty popup store themed 'Happy Birthday with K-Beauty' at the GRAN TERRAZA COAPA shopping mall in Mexico City from July 7 to 11. This initiative aims to assess the market potential for Korean cosmetics brands within Latin America, focusing on gathering significant consumer insights.

Supported by the Korea Health Industry Development Institute (KHIDI), this event seeks to enhance connections between Korean beauty brands and local consumers while exploring operational channels in the region. The choice of GRAN TERRAZA COAPA, which attracts approximately 80,000 visitors daily, significantly increases the opportunity for brand exposure, especially during the peak traffic related to the North American World Cup season.

The popup will feature nine K-beauty brands, including Skin1004, Purito Seoul, and I'm from, each presenting their signature products to engage local consumers. AMUTY plans to collect consumer insights through product experience and feedback programs, thereby facilitating data-driven decisions regarding the preferences and purchasing intentions of Mexican consumers.

By understanding skin concerns, product preferences, and brand recognition, AMUTY aims to establish a foundational knowledge base that will guide localization strategies for marketing and product adaptation to meet local market demands. This strategic approach is expected to mitigate risks associated with brand expansion into foreign markets.

Engagement activities at the event will include brand experience booths, photo zones, social media-linked events, and lucky draw programs, allowing visitors to immerse themselves in diverse K-beauty offerings. The consumer feedback collected during the event will serve as valuable resources for market feasibility studies and consumer insight analyses for participant brands.

Moreover, AMUTY will extend its networking initiatives beyond general consumers by inviting local beauty distributors, retail buyers, and influencers. This approach aims to support participating brands in expanding their distribution channels and uncovering new business opportunities within the Mexican market.

According to an AMUTY representative, "This popup store functions not merely as an offline event but as an empirical project aimed at securing key consumer experience data and connecting it to export strategies. We intend to serve as a bridge that analyzes what Mexican consumers genuinely want from K-beauty products and brand experiences, thereby supporting the global expansion of Korean brands." The ongoing strategy positions AMUTY to leverage consumer experience data and global buyer networks, enhancing the export success potential for participating brands.

Following the event, AMUTY is poised to transition from data collection to operational execution, with plans for launching B2C retail outlets in Mexico based on the insights gained. As a platform that supports the international expansion of K-beauty brands through B2C experience data and global buyer networks, AMUTY is advancing its model to include comprehensive export strategies across North America, Europe, the Middle East, and Asia.