▲ This image provided by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization promotes the 2026 Korea Beauty Festival, an event aimed at promoting the appeal of South Korea's beauty industry, set to run June 24 through Sept. 30, 2026. (PHOTO NOT FOR SALE)(Yonhap)

 

SEOUL, June 24 (Yonhap) -- The Ministry of Culture, Sports and Tourism and the Korea Tourism Organization on Wednesday launched the 2026 Korea Beauty Festival, an event aimed at promoting the appeal of South Korea's beauty industry.

 

Now in its third year, the festival is being held under the theme "All About Beauty" and will run through July 19 at HiKR Ground in central Seoul.

 

Actress Hyeri, the festival's promotional ambassador, and honorary Korea tourism ambassadors Ceci de la Cueva and Chandraval Khanginz attended the opening ceremony.

 

Beginning June 25, visitors to HiKR Ground will be able to take part in a variety of K-beauty experience programs covering makeup, hair, fashion, medical services and wellness.

 

Programs include beauty self-diagnosis sessions, idol-style makeup experiences, scalp analysis and hair styling, customized eyebrow care and fashion styling consultations.

 

Visitors can also participate in personal color analysis, wedding styling consultations, celebrity makeup demonstration classes and lectures on fashion trends.

 

The ministry and the tourism organization will also hold a special K-beauty tourism promotion campaign through Sept. 30 in partnership with nine domestic and international online travel agencies. The campaign will allow foreign independent travelers to directly book K-beauty experience packages.

 

More than 800 tourism products, including makeup, hair and skincare programs, will be offered through the promotion.

 

A business consultation event will take place on June 25, bringing together 40 travel companies from 19 countries and 42 Korean beauty, medical and wellness firms.

 

Through the event, organizers aim to support the development of more than 100 K-beauty tourism products and attract over 2,000 inbound visitors.

 

A familiarization tour for overseas travel industry representatives will also be held. Participants will visit Seoul, Gyeonggi Province, Busan and Jeju through June 29 to experience K-beauty tourism offerings, including skincare, makeup, hair, wellness and medical tourism facilities.

 

"This year, we are particularly expanding efforts to attract K-beauty tourists by working with global online travel agencies to promote and market a wide range of K-beauty tourism products and by organizing promotional tours for overseas buyers," a ministry official said.

 

jwc@yna.co.kr

[ⓒ K-VIBE. 무단전재-재배포 금지]