2025 APEC in Gyeongju Highlights K-Beauty's Leap to 'Tech-Driven Hallyu'

The 2025 Asia-Pacific Economic Cooperation (APEC) Summit, held in Gyeongju, has significantly elevated K-beauty's global presence.

The exhibition and experience booths of Korean cosmetic brands became a major 'hot spot' during the event, attracting crowds of global leaders and key figures.

Leading K-beauty companies such as LG Household & Health Care, Amorepacific, Dr. Jart+, Primera, Wellage, and Innisfree participated, showcasing products and technologies centered around 'Sustainable Beauty.' Their differentiated innovations, including eco-friendly packaging, vegan formulas, and personalized skin diagnostic solutions, garnered significant attention and were praised as 'technology-driven beauty innovations.'

First Lady Kim Hye-kyung met with Mrs. Diana Fox Carney, wife of the Canadian Prime Minister, at the Gyeongju National Museum. She expressed her desire to share Korean tradition through Hanbok, introducing outfits tailored to the Canadian flag's colors. Mrs. Carney revealed her keen interest in Korean cosmetics, mentioning she had received an Olive Young shopping list from her daughter.

Foreign media also responded enthusiastically. Japan's Nikkei Shimbun noted K-beauty's evolution from a trend-focused phenomenon to a 'technology-led industry.' American Vogue declared 'K-Beauty' as the most talked-about business keyword at APEC.

An official from the Ministry of Trade, Industry and Energy stated, 'K-beauty has transcended simple Hallyu content to become a symbol of national brand competitiveness on the APEC stage.' The ministry plans to further expand the K-beauty industry's reach by facilitating global distribution channel growth and supporting innovative startups.

The Gyeongju APEC event is recognized as a symbolic stage demonstrating K-beauty's evolution from 'emotional Hallyu' to 'technical Hallyu,' a moment where the value of Korean beauty shone brightly on the world stage once more.

Korean netizens reacted with pride, commenting, 'It's so proud that K-beauty is getting this much attention at APEC' and 'K-beauty, which also possesses technological prowess, has an even more promising future.' Many expressed satisfaction with the positive international media coverage, noting, 'It feels great that Korea's technology is being recognized globally.'