Aekyung Industry Launches Kerasis Brand in Central Asia with K-Pop Events

Aekyung Industry announced on June 25 that its hair care brand, Kerasis, held K-Pop events in Kazakhstan and Uzbekistan to enhance brand awareness.

The company organized these events to expand consumer engagement based on local interest in K-Culture. On June 13, Kerasis hosted the "Kerasis K-Pop Random Play Dance Challenge" in Tashkent's Magic City, attracting around 1,000 attendees. The contest allowed participants to dance freely to K-Pop music.

In Kazakhstan, Aekyung served as the main sponsor for the "K-Pop Star Kazakhstan" event held on June 6-7 at Almaty Mega Almaty, which drew approximately 7,000 visitors. At both events, Kerasis showcased its Proactive Man 2-in-1 shampoo and Classic Perfume line, providing opportunities for product sampling.

Kerasis has been experiencing steady growth in the CIS (Commonwealth of Independent States) region, with an average annual sales growth rate of 18.4% from 2020 to 2025. As of May this year, cumulative sales increased by 37% compared to the same period last year.

Aekyung's Daily Care Division Executive Director An Jung-tae stated, "We will continue to expand our engagement with global consumers through various cultural marketing activities and strengthen Kerasis's competitiveness."

Additionally, Aekyung completed the absorption of its subsidiary, One Thing, on June 16 to enhance its cosmetics brand competitiveness and expand its global business.