The Korea Small Business and Startups Agency will host two popup events at Hyundai Department Store's Pangyo and Sinchon locations to expand market access for K-beauty companies.
On August 5, Han Yuwon announced the selection of 124 K-beauty startups to participate in the popup store 'Hyunbaek Beauty Festa,' in collaboration with Hyundai Department Store's beauty edit shop, 'Be Clean.'
The first event will take place from October 2 to 8 at the Hyundai Department Store in Pangyo, featuring 58 participating companies. The popup store will be set up in the basement event hall, providing promotional and sales space for the products, along with discount promotions and experiential content to attract consumers and secure actual sales.
The second event, involving all 124 startups, will be held from October 16 to December 15 at the fifth floor of Hyundai Department Store's Sinchon U-Plex. The entire fifth floor will be transformed into a popup store for the participating companies during this period.
Earlier, on July 20 and 21, Han Yuwon held a product evaluation meeting at Seongsu's 'Basket' to select the companies for the Beauty Festa. A total of 172 K-beauty startups attended the event, where they introduced their products to Hyundai Department Store officials and industry experts. Among the final 124 selected companies are 'Doing What,' a men's beauty brand operated by YouTuber Kim Jeong-won, and the body care brand 'Nok.'
Additionally, Han Yuwon recently recruited 200 companies to participate in the '2026 Offline Support Program for Startups.' This program supports the placement of 100 companies in popup stores located in major commercial districts and in offline exhibitions at large retail networks.
Lee Tae-sik, CEO of Han Yuwon, stated, 'As the global status of K-beauty has risen, startups with excellent quality and branding have been selected to participate in this popup store. We aim to effectively utilize Hyundai Department Store's offline channels to promote their brands and products, ensuring that they can grow into global K-beauty companies.'
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.