Dewytree Enters Leferi Select Store at Busan One Asia Festival 2026

Dewytree announced on the last day of June that it has officially entered the Leferi Select Store at the Busan One Asia Festival (BOF) 2026 with NOL, a major Hallyu festival. This initiative served as a successful offline promotional effort within the K-BEAUTY zone of the festival, showcasing the brand's core ethos of 'the standard of genuineness.'

The festival, which was organized on an unprecedented scale, attracted a mix of domestic idol fandoms and international tourists, providing a robust showcase for K-beauty. Dewytree's participation within the Select Store, curated by the K-beauty creator group Leferi, demonstrated a targeted approach to elevating brand awareness through various engaging events.

Central to Dewytree’s strategy was a highly interactive 'on-site roulette event' designed to capture the attention of festival attendees. This interactive feature not only provided visitors with opportunities to receive sample kits and best-selling products, but it also encouraged spontaneous product experiences, thus enhancing customer engagement metrics.

Notably, the festival served as the debut platform for Dewytree’s 'Dreamy Campaign' merchandise, garnering significant attention and aligning with the tastes of trend-sensitive Gen Z and global fandoms. Positioned prominently at the booth, the uniquely designed goods triggered a social media buzz, effectively transforming the booth into a highlight of the festival.

A Dewytree marketing representative stated, "Having the opportunity to engage directly with potential customers both domestically and internationally at the center of global K-culture, BOF 2026, was profoundly meaningful. The enthusiastic support witnessed from global fans fuels our commitment to further differentiate our marketing efforts targeted at Gen Z, including the newly launched Dreamy Campaign."

This tactical brand positioning within a high-traffic festival underscores the increasing importance of experiential marketing strategies in K-beauty, as brands aim to foster deeper connections with engaged consumer demographics. Moreover, the success of the event exemplifies a potential blueprint for future initiatives in optimizing customer engagement, brand loyalty, and retention through cultural alignment and localized marketing efforts.