Kerasys Launches K-pop Marketing in Kazakhstan and Uzbekistan... Aekyung Industrial Targets Central Asia

Average Annual Sales Growth Rate Reaches 18.4%

Double-Digit Growth Continues This Year

Around 8,000 Participate in Local K-pop Events

Expanding Opportunities for Brand Experience

Kerasys, the hair care brand of Aekyung Industrial, announced on June 25 that it recently carried out local marketing activities utilizing K-culture in Kazakhstan and Uzbekistan.

Aekyung Industrial explained that the event was organized to broaden connections with local consumers who have a strong interest in K-beauty and K-pop, and to strengthen brand awareness.

In Tashkent, Uzbekistan, Kerasys exclusively hosted the "Kerasys K-pop Random Play Dance Challenge" on June 13. Approximately 1,000 visitors attended the event, where participants enjoyed a contest dancing to K-pop music and experienced Kerasys product samples and gift sets.

In Almaty, Kazakhstan, Kerasys participated as the main sponsor of the "K-pop Star Kazakhstan" event held on June 6 and 7. The event, co-hosted by the Embassy of the Republic of Korea in Kazakhstan and the Korean Cultural Center, drew about 7,000 visitors and related social media content reached 1.1 million views.

At these events, Kerasys showcased products such as the men's "Proactive Man 2in1 Shampoo" and the long-lasting "Classic Perfume Line," highlighting the brand's competitiveness.

Kerasys has been achieving steady growth in the CIS region. From 2020 to 2025, the brand recorded an average annual sales growth rate of 18.4%, and as of May this year, sales have grown 37% year-on-year, further expanding its market presence.

An official from Aekyung Industrial stated, "We were able to communicate directly with local consumers who love K-culture and convey our brand value," adding, "We plan to continue expanding our connection with global consumers through various cultural marketing initiatives."

This content was produced with the assistance of AI translation services.