XPLUS Inc. Invests in and Officially Sponsors 'NOM.NOM.NOM SHOW' in the US...Strengthens K-Beauty Push in North America
XPLUS Inc. (373200), which jointly invested in the global entertainment platform "NOM.NOM.NOM SHOW," announced that it will hold a premium K-Trot concert in Los Angeles (LA), USA, and will also launch content marketing initiatives featuring its subsidiary brand.
XPLUS Inc. and LVNEXUS made joint investments in the NOM.NOM.NOM SHOW project, and its subsidiary EGG Cosmetic’s K-beauty brand "houry" will participate as the official sponsor for this event. The company aims to create synergy in the global market by linking its investment business and brand marketing activities.
The concert will be held on September 25 and 26, 2026 (local time), at the Grand Ballroom of the InterContinental Hotel in Los Angeles, USA. Renowned Korean trot singers such as Jang Minho, Cheon Rokdam, Kim Yongpil, and Na Taejoo will perform. Distinct from the traditional casino stage shows in North America, the upcoming event will have the format of a premium concert at a five-star hotel. After the performance, a VIP afterparty will also be held for select guests.
The show will feature not only signature Trot tracks but also performances across genres such as pop and Latin music. Park Sunjoo, the producer overseeing the project, commented, "This concert is an opportunity to showcase K-Trot along with various music and cultural content. We hope this will give American audiences a chance to experience the unique charm of Korean Trot."
As the official sponsor, houry will provide its flagship skincare products to the performers and VIP guests, as well as offer product trial opportunities to concert attendees and stakeholders as part of its on-site marketing in the US. Through these efforts, the company aims to raise brand awareness in the North American market and expand its global customer base.
Houry, a K-beauty brand operated by EGG Cosmetic, is intensifying its overseas market initiatives, with a primary focus on the United States. The company is working to strengthen its global competitiveness by expanding online sales and executing local marketing for its lineup, notably the "houry Cooling Signal Depuff Pad" and other key skincare products.
XPLUS Inc. is reinforcing a business model that integrates entertainment and consumer goods by expanding content marketing initiatives combining its investment business and subsidiary brands. This sponsorship represents a strategy aimed at further enhancing brand value and amplifying global marketing effectiveness through collaboration between the investment project and its subsidiary brand.
An XPLUS Inc. representative stated, "Our participation in the NOM.NOM.NOM SHOW project is a representative case of synergy between our investment business and our subsidiary brand. We will continue to connect various content and brands to develop new business opportunities and consistently expand synergies among our businesses."
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This project is meaningful in that it combines concert investment with K-beauty brand marketing to boost the synergy between content and consumer goods, while also accelerating the company's efforts to enter the North American market.
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