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| ▲ This poster provided by South Korean fashion platform Musinsa promotes its offline beauty festival, "Mubeaufe in Seongsu," set to be held Aug. 21-23, 2026, across the Seongsu area. (PHOTO NOT FOR SALE)(Yonhap) |
SEOUL, July 29 (Yonhap) -- South Korean fashion platform Musinsa said Wednesday it will host a beauty festival in Seoul's Seongsu district next month and operate a pop-up store in Tokyo's Harajuku district to showcase Korean fashion and beauty brands.
Musinsa will hold its offline beauty festival, "Mubeaufe in Seongsu," from Aug. 21-23 across the Seongsu area.
Marking its third edition, the event will feature 65 beauty brands. Among them, Javin De Seoul, Oddtype, Fwee, Rom&nd and Veryway will debut limited-edition products created in collaboration with fashion brands, including Giho, Hug Your Skin and Rolarola.
A special exhibition zone will also be set up in partnership with global cosmetics original development manufacturing (ODM) company Cosmax to introduce 20 emerging beauty brands.
Visitors will be able to tag products using near field communication (NFC) on their smartphones to receive a personalized "beauty persona" analysis. Based on the results, they will receive customized beverages and discount coupons.
General admission tickets will go on sale on Aug. 4. Super early-bird tickets will be available on July 31, followed by early-bird tickets from Aug. 1-3 on a first-come, first-served basis.
Musinsa will also operate the "Musinsa Station in Harajuku" pop-up store in Tokyo from Aug. 21-30.
Designed to recreate the shopping experience of Seongsu in Japan, the pop-up will feature about 2,700 products from 77 Korean fashion and beauty brands.
The Harajuku pop-up is being organized under the Ministry of Trade, Industry and Energy's overseas expansion support program for distribution companies, in cooperation with the Korea Trade-Investment Promotion Agency (KOTRA).
Musinsa said the event will serve as a test bed for Korean brands to gauge consumer response and assess business potential in the Japanese market. The company also plans to expand its offline presence to major Japanese cities by opening another pop-up store in Osaka in October.
jwc@yna.co.kr
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