The Korea Beauty Festival is a flagship K-beauty tourism event held annually by the Korea Tourism Organization to establish Korea as a "global beaucation (beauty + vacation) mecca," building on worldwide interest in K-beauty. This year, the festival will run for about a month, starting with the opening ceremony on June 24 and continuing through July 31. The Travel Mart will be held on June 25 at the Dynasty Hall of The Shilla Seoul.
The Travel Mart is a venue for one-on-one B2B consultations between overseas travel agencies that send tourists to Korea and Korea's domestic beauty and medical industries. Consultation tables are provided by theme, covering beauty (hair, makeup, fashion), medical care, and wellness, and a directory book of participating organizations is produced and distributed to participants. Interpreter support is also provided for each overseas buyer company. Last year, 48 overseas buyer companies from 11 countries and 51 domestic seller companies took part, achieving 577 consultations, 68 MOUs signed, 47 actual contracts, and approximately 3.26 billion KRW in sales. The event was credited with establishing itself as a practical gateway for the K-beauty industry's overseas expansion.
At this year's Travel Mart, Beauty Again will hold one-on-one B2B consultations with overseas buyers as well as domestic medical and beauty institutions. It plans to introduce its AI matching platform "R+ (R Plus)" and to promote the products and services of its partner medical institutions and beauty and wellness companies. A Beauty Again representative said, "In line with our slogan, 'AI brings you foreign patients,' we aim to use our participation in this Travel Mart to introduce our partner institutions' products and services directly to a wide range of domestic and international partners, and to create touchpoints that lead to actual patient and customer acquisition."
Beauty Again is continuously recruiting partner medical institutions and beauty and wellness companies to make joint use of this global B2B network. Institutions interested in partnering can contact Beauty Again to receive detailed guidance on the R+ platform onboarding process and on how it connects to this Travel Mart.
*Photo credit: '25 Travel Mart event photo (Korea Tourism Organization)
