Visitors participate in Coupang's Mega Beauty Show booth event at the Busan One Asia Festival. [Photo=Coupang]
Coupang promoted K-beauty at the 2026 Busan One Asia Festival (BOF), the largest global Hallyu cultural festival in Asia.
From June 27 to 28, Coupang operated a promotional booth for its flagship beauty event, the Mega Beauty Show, at the Busan Asiad Main Stadium. This year marks the 10th anniversary of BOF, which showcases various Hallyu content, including K-pop and K-food.
The booth featured interactive spaces where visitors could experience popular products from 18 K-beauty brands. Attendees had the opportunity to try a range of items, from skincare essentials to lipsticks and blushes.
Over the two days, the Coupang booth attracted approximately 12,000 visitors, including tourists from the United States, Europe, and Asia, in addition to local attendees.
Coupang will host the Mega Beauty Show from July 13 to August 3, featuring over 50 brands, including K-beauty. The event will offer various promotions, including buy-one-get-one-free deals, instant discounts, and giveaways.
A Coupang representative stated, "Participating in BOF was an opportunity to showcase the excellence and benefits of Coupang Beauty to customers who came to enjoy K-pop. We hope for significant interest in the upcoming Mega Beauty Show next month."
Additionally, Coupang operated a 600-pyeong virtual store for the Mega Beauty Show in Seongdong-gu, Seoul, in April. The event drew over 3,000 visitors, with advance tickets selling out within 10 minutes of opening.
* This article has been translated by AI.
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