K-Beauty Play Expands with Third Location in Busan

The Ministry of Health and Welfare (Minister Jeong Eun-kyeong) announced on June 19, 2026, the opening of the third K-Beauty Play space in Busan's Seomyeon area. This comprehensive exhibition and experiential facility for domestic small-to-medium-sized cosmetics enterprises aims to strengthen their local presence and pave the way for global expansion.

Since its inception, K-Beauty Play has successfully launched its first two locations in Myeongdong in 2021 and Hongdae in 2024. These venues have garnered significant public interest by offering experiential services such as skin analysis, makeup trials, personalized color diagnostics, and one-day beauty classes. Cumulatively, over 480,000 visitors have attended, with about 130,000 engaging in beauty experiences; notably, 74.6% of participants were foreign tourists, indicating a strong international interest.

K-Beauty Play is positioned as a pivotal platform linking 1,128 small businesses with 5,993 products, facilitating connections between promising brands and both domestic and international consumers. However, prior to this opening, its operations were primarily concentrated in the capital region. The launch of the Busan location is expected to expand K-beauty’s outreach to non-capital areas, creating additional consumer touchpoints and enhancing brand visibility.

Particularly notable is that over 50% of the exhibiting brands at the Busan venue are based south of the Chungcheong region. This strategic choice not only aims to elevate the profile of local small brands but also actively supports their international market penetration.

The opening ceremony featured a congratulatory speech by Deputy Minister Lee Hyung-hoon, followed by a plaque installation and guided tours of the exhibition and experiential space. Key programs, including skin measurements, makeup trials, and personalized color assessments, were highlighted. Additionally, a meeting with Busan and Gyeongsang-region cosmetic businesses was held to gather industry insights and discuss strategies for enhancing local industry activation and export competitiveness.

Through the establishment of the Busan K-Beauty Play, the Ministry plans to fortify support for regional cosmetic companies aspiring to enter overseas markets, coupling efforts with export support initiatives to bolster K-beauty’s global growth trajectory.

Lee Hyung-hoon emphasized, “The remarkable ascent of K-beauty in the global marketplace, now holding the position of second in exports, is underpinned by the technology and creativity of small brands. The government is committed to ensuring that these brands can unleash their full potential.”