More Than 27,000 Flock to See Beauty Startup Products... KSDC Expands Offline Reach

Startup Beauty Festa at Hyundai Department Store's Pangyo Branch Draws Crowds in One Week
Follow-Up Event to Run for Two Months in Seoul's Sinchon

The Korea SMEs and Startups Distribution Center (Han Yuwon) is expanding offline access through major retail channels to help startups promote their products and broaden their sales channels. After seeing the impact of a weeklong pop-up store that attracted nearly 30,000 visitors, it has significantly extended the event period and increased the number of participating companies.

According to Han Yuwon on October 15, more than 27,000 people visited a pop-up store for beauty startups held at Hyundai Department Store's Pangyo branch from October 2 to 8. Although it operated for only a short time, the store was praised for making use of the advantages of a major retail channel with heavy foot traffic to raise awareness of early-stage beauty brands and products.

Visitors browse a pop-up store featuring beauty startups at Hyundai Department Store's Pangyo branch. Han Yuwon

Forty-eight beauty startups in skincare, makeup, hair and body care took part in the pop-up store set up in the event hall on the B1 level of Hyundai Department Store's Pangyo branch. Han Yuwon selected 48 promising companies from 307 applicants through a written evaluation, an assessment by expert panelists and an in-person product review. The event was particularly well received for allowing consumers to try the products themselves, rather than simply displaying them.

Participating companies were also highly satisfied. In fact, 47 of the 48 companies agreed to take part again in a follow-up event. Their products will be featured again at Beauty Festa, which Han Yuwon will hold for two months, from October 16 to December 15, on the fifth floor of U-PLEX at Hyundai Department Store's Sinchon branch. The event period has been extended, and the number of participating early-stage beauty brands has increased to 82. Along with product-experience areas, product demonstrations will be held jointly by influencers and participating companies. Events featuring games and missions will also offer beauty products and merchandise for free.

Han Yuwon is also holding an offline showcase, “Starter's Atelier,” at Yongsan I'Park Mall through October 21, where visitors can discover products from 30 early-stage small and medium-sized enterprises. The event, held at The Garden, an outdoor event space on the fourth floor, will feature activities such as a stamp tour and lucky draw, as well as a space where consumers can experience and purchase products from startup brands.

“We will continue our support so that products from passionate early-stage startups can gain widespread recognition and attention through major retail channels with heavy foot traffic,” said Lee Taesik, CEO of Han Yuwon.

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