Osong Cosmetics & Beauty Expo 2013 � K-Beauty From Korea to the World

Published on 2013/08/18 | Source

Under the slogan 'Beautiful Life, Healthy Bio', the Osong Cosmetics & Beauty Expo 2013 took place 3–26 May in Osong, Chungcheongbuk Province. The events success served both to underline Osong's potential as the epicenter of K-Beauty and to present to a global audience the excellence of the Korean cosmetics industry.

As a showcase for K-Beauty, a new addition to the Korean Wave, the Expo attracted 1,180,000 visitors, including 83,000 overseas visitors from 46 countries. The event was no less of a commercial success, with 2,124 international buyers signing contracts worth a total of around US$57,320,000.

Strategically located at the centre of the nation's road and rail network, the Expo's host city of Osong is also a center of the Korean biotechnology industry. As well as the location of the Osong Life Science Complex, the city is home to the Osong High-Tech Medical Cluster, an R&D complex comprising a new drug development center, a medical device development center, and a clinical trial center all supporting Korean companies in their efforts to compete in global markets.

The support agencies and organizations based in Osong also enable the medical and cosmetics industries to cooperate in developing advanced cosmetic and beauty products. The cosmetic and beauty industry has been identified for its high-value-added growth and employment potential by the Korean government, which is committed to developing the industry in both domestic and overseas market through a variety of strategic initiatives.

The Osong Cosmetics & Beauty Expo 2013 was especially notable for highlighting the Korean Wave. A major contributor to the current success of K-Beauty, the Korean Wave was featured in a separate pavilion dedicated to giving overseas visitors a deeper understanding of Korea and its beauty industry.

The Korean Wave Culture Pavilion

Featuring exhibitions of important cultural figures, displays of ancestral relics that offered a glimpse into the soul of Korean culture, and the glamour of current internationally acclaimed K-drama and K-pop, the Korean Wave Culture Pavilion provided a space for overseas visitors to experience and learn about Korean culture in a variety of forms.

Celebrities of Korean Culture (Zone 3)

The Celebrities of Korean Culture section featured 36 national icons from the Arts & Sciences. Their contributions to raising Korea's brand value to its current heights were presented through an eye-catching and informative touchscreen display that allowed visitors to see at glance the cultural development of Korea from historical times right up to its modern-day status as an IT powerhouse.

K-World (Zone 5)

In the K-World Zone, visitors were able encounter celebrated K-pop stars in virtual space. The section also presented the history of the Korean Wave and charted its spread of Korean culture around the globe.

The Osong Cosmetics & Beauty Expo 2013 was a memorable event where visitors could experience the culture of the Korean Wave from its major figures to the current K-Beauty industry.

The event also provided a valuable forum for Korean and overseas visitors to share and develop business relationships. Thanks the success of the Expo, the province of Chungcheongbuk is considering staging the event every two years, while the city of Osong further enhanced its standing as the heart of Korea's cosmetic and beauty industry.