South Korea Turns Tourist Hubs Into Launchpads for K-Beauty Exports

A foreign buyer examines products at the 2025 Seoul International Cosmetics and Beauty Industry Expo and the International Health Industry Expo at COEX in Gangnam District, Seoul. South Korea is building a new pathway for K-beauty exports centered on Gyeongju and Jeju, where foreign visitors will be encouraged to experience Korean beauty products firsthand before that demand is translated into…