Gyeongbuk Province to Build K-Beauty Export Hub with Tourism and Cosmetics Industry Link

Gyeongbuk Province has been selected for the '2026 K-Beauty Export Hub Development Project' initiated by the Ministry of SMEs and Startups, aiming to create a K-Beauty export ecosystem by linking the tourism foundation in Gyeongju and the cosmetics industry in Gyeongsan.

The K-Beauty Export Hub Development Project focuses on collaboration between central and local governments and the private sector to develop areas frequented by foreign tourists as sites for experiencing and selling K-Beauty products while facilitating entry into overseas markets.

In this project, Gyeongbuk proposed a strategy that connects the region's rich tourism resources in Gyeongju with its cosmetics industry base in Gyeongsan. The plan is to establish a virtuous cycle system by reflecting market responses confirmed through tourist experiences and purchases into product improvement and production, eventually linking these to exports.

The project will be implemented over three years from 2026 to 2028, with a total investment of 6.65 billion KRW, including 4.5 billion KRW in national funding.

The core area of the project will be developed in Gyeongju, focusing on the popular tourist streets, Hwanglidangil and Geumridangil, where facilities such as a K-Beauty permanent hub store, experiential pop-up stores, buyer consultation spaces, and shared experience centers will be established.

Visitors will be able to participate in various programs, including AI skin diagnostics, personal care, product experiences, and purchases. Consultation and corporate promotions targeting domestic and international buyers will be continuously conducted, while the shared experience center connected to private distribution channels will showcase, experience, and sell products from promising local SMEs and indie brands.

In Gyeongsan, the Global Cosmetic Business Center (GCBC) will support product production, quality control, export response, and business network management in collaboration with relevant institutions, universities, and companies.

Additionally, the data accumulated from consumer product experiences and purchases will be analyzed to aid in product improvement and refine offerings, promoting inbound-based exports that lead to expanded domestic distribution networks and international sales.

Gyeongbuk Province is also pursuing a differentiated strategy by combining Gyeongju's historical and cultural resources with K-Beauty content. Elements of local culture, such as Silla-era gold crowns, jade, and lotus flowers, will be utilized in space design, product packaging, and promotional content, aiming to construct a design system and brand rooted in Silla culture.

Furthermore, K-Beauty product exhibitions and experiential programs will be expanded in conjunction with major local festivals popular among foreign tourists, evolving the initiative into a new export platform that merges tourism with K-Beauty.

Deputy Governor of Gyeongbuk Province Yang Geum-hee stated, “The selection in this program is significant as it establishes a foundation to connect Gyeongbuk's excellent cosmetic companies and products directly with tourists and foreign buyers. We aim to create a leading K-Beauty global export hub in South Korea, where experience, purchase, and exports are interconnected through the organic linkage of Gyeongju's tourism resources and Gyeongsan's industrial capabilities.”