K-Beauty in the Hands of UNESCO Delegates: Emerging Brands Step onto the Global Stage

The World Heritage Committee Expands Opportunities for Emerging Brands

Arrore Beauty Participates as Official Gift Provider for the World Heritage Fund

At the 48th session of the UNESCO World Heritage Committee, which recently concluded in Busan, official souvenirs presented to national delegations garnered attention for including products from a domestic up-and-coming K-beauty brand. This international event, which attracted government officials from around the world, is being evaluated as a stage not only for cultural diplomacy, but also for introducing small domestic brands to the global market.

According to industry sources on the 28th, Arrore Beauty, which operates the cosmetics brand ‘Arrore (AROR),’ participated as the official gift provider for the UNESCO World Heritage Fund campaign. The company stated that Arrore products were presented as souvenirs at the official dinner for national delegations held at Beomeosa Temple in Busan. These products were also included in the gift package delivered to UNESCO by the Just Peace Foundation, where singer G-Dragon serves as honorary chairperson.

Provided by Arroe Beauty.

Industry insiders note that it is rare for a newly established K-beauty brand to participate in the official gift program of a major international event. Whereas past international events focused mainly on promoting national image, recent occasions have increasingly become channels through which domestic SMEs and startups introduce their brands to overseas representatives.

Arrore is a premium skincare brand inspired by Korean cultural heritage and nature. Its package design is modeled after Buyongjeong Pavilion in Changdeokgung Palace, and the brand has developed its own ‘Triple Oil Capsule Formula’ technology. The products contain bioactive ingredients such as lotus-derived extracts, peptides, and exosomes. The fragrance was developed by Jeon Byeong-bae, Head of Hanbit Fragrance Laboratory and former Amorepacific researcher, and the formulation was developed under the direction of Park Chang-hoon and Lee Mi-in, both formerly with Amorepacific.

Kyungwon Lee, CEO of Arrore Beauty, stated, “With our participation in the World Heritage Fund campaign, we plan to accelerate our overseas expansion. We are committed to promoting K-beauty that combines a brand philosophy inspired by Korean cultural heritage with innovative bio technology to the global market.”

Meanwhile, the UNESCO World Heritage Committee meeting is an event where delegations and officials from various countries gather to discuss measures for protecting world cultural heritage sites. Approximately 70,000 people visited the Korea Exhibition Hall during the event period.

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