▲ This photo of the pop-up store "Gop-da," operated during Milan Fashion Week on Sept. 24-27, 2026, is provided by the Ministry of Health and Welfare. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, Sept. 29 (Yonhap) -- The Ministry of Health and Welfare said Tuesday it will operate a series of K-beauty experience and sales outlets in Italy, Germany and France to support the overseas expansion of small and medium-sized Korean cosmetics brands.

 

In Milan, Italy, the ministry operated a pop-up store called "Gop-da" last Friday to Sunday during Milan Fashion Week.

 

It then opened a permanent experience and sales outlet, or flagship store, called "NEMO Store x K-BEAUTY ON" at MILANEO, a major shopping mall in Stuttgart, Germany, based on the results of a pop-up store operated there last year.

 

On Sunday, the ministry plans to open a flagship experience and sales hub called "mmm" (maison des mille muses) in Paris.

 

The ministry said it first uses pop-up stores to assess the potential of new markets, and in countries where market potential has been confirmed, it opens flagship stores to support local sales and the establishment of distribution networks.

 

It also operates flagship hubs in major export markets to provide services needed for overseas expansion, ranging from product promotion and sales to certification and connections with buyers.

 

The ministry plans to expand K-beauty experience and sales outlets to the United States, Vietnam, Chile, Indonesia, Morocco and Singapore, among other countries, to help Korean companies reach consumers and secure sales channels in overseas markets.

 

According to the ministry, exports of cosmetics by small and medium-sized Korean companies totaled US$1.26 billion in the first half of this year, up 62.4 percent from US$770 million a year earlier.

[ⓒ K-VIBE. 무단전재-재배포 금지]