Yu In-chon, back row center, minister of culture, sports and tourism, poses with Lee Boo-jin, back row fifth from left, chairperson of the Visit Korea Committee and Hotel Silla CEO, and Ihn Yo-han, back row fifth from right, lawmaker from the People Power Party, as well as Korean beauty and tourism representatives and foreign influencers during Korea Beauty Festival's opening ceremony in Gwanghwamun Sqaure, Seoul, Saturday. Courtesy of Ministry of Culture, Sports and Tourism

The inaugural edition of the Korea Beauty Festival kicked off in Seoul, Saturday, featuring various promotional events and K-beauty experiences across the capital’s landmark shopping districts such as Hongdae, Myeong-dong and Seongsu.

Organized by the Ministry of Culture, Sports and Tourism and sponsored by the Korea Tourism Organization (KTO) and 토토 Visit Korea Committee, Korea Beauty Festival is a month-long event that promotes K-beauty to foreign nationals in and outside the country in celebration of the second year of the Visit Korea Year 2023-2024 campaign.

“Korean beauty culture has firmly positioned itself as the center of K-culture. K-beauty has taken the world by storm, assigning a large following,” Minister of Culture, Sports and Tourism Yu In-chon said during the opening ceremony held in Gwanghwamun Square, Saturday.

“In this regard, during the month of June, large-scale K-beauty experience and promotional events will be held across Seoul, encompassing Korean makeup, hair, fashion, health care and wellness.”

The opening ceremony featured a makeup demonstration by Jung Saem-mool, a star makeup artist and a live music “singing bowl” performance in collaboration with Korean traditional music and dance.

Culture Minister Yu, Visit Korea Committee Chairperson and Hotel Silla CEO Lee Boo-jin, KTO’s acting President Seo Young-choong, People Power Party lawmaker Ihn Yo-han and several beauty and tourism representatives attended the ceremony.

“We expect Korea Beauty Festival to demonstrate the new charms of Korea’s tourism to foreign visitors and take position as key content to attract 20 million inbound tourists this year,” Yu said.

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