The Ministry of SMEs and Startups announced the launch of 'K-Beauty Glow Week in Brazil' at the Grand Hyatt São Paulo on July 28-29 (local time).
This event is part of a global expansion project for K-brands that has previously taken place in cities such as Shanghai, Hanoi, and Rome. Brazil is recognized as the largest manufacturing and domestic market in South America, and interest in K-Beauty has been rising recently.
At the São Paulo event, 21 domestic beauty companies will set up individual exhibition and experience spaces to welcome visitors. They will also host experience events with local influencers to identify potential customers who cannot attend the venue.
Notable Brazilian companies, including Natura, the leading cosmetics manufacturer and distributor in the Latin American market, and Riachuelo, which operates thousands of drugstores in Brazil, as well as Mercado Libre, the largest e-commerce platform in the region, will also visit the event.
Additionally, in collaboration with Shopee, a major e-commerce platform in Latin America, an online promotional sales event will be held until the end of August. This online event will feature 2,000 popular beauty products at discounts of up to 30%.
Shim Jae-yoon, the Global Growth Policy Director at the Ministry, stated, "Brazil is one of the largest beauty markets in the world and has high growth potential due to the influence of K-culture. We will implement various policy supports to help the K-Beauty trend spread widely throughout Brazil and Latin America."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.