Dongdaemun Design Plaza turns into Seoul's ultimate lifestyle playground

Dongdaemun Design Plaza (DDP) is set to transform into Seoul's ultimate lifestyle hub, offering visitors a dynamic experience that transitions from K-beauty and fashion in the afternoon to running and hip-hop in the evening. The Seoul Metropolitan Government announced plans for the Beautiful Life Festival, scheduled from August 22 to 25 at DDP.

The festival will feature 14 interactive programs spread across 12 indoor and outdoor spaces, blending the fifth annual Seoul Beauty Week with fashion, design, wellness, and entertainment.

By providing an immersive taste of everyday life in Seoul, city officials hope to drive foot traffic to businesses in the surrounding Dongdaemun district. During the day, the festival will focus on Korea's thriving cosmetics and self-care industries, with approximately 152 brands covering skincare, medical aesthetic technology, and wellness. In addition to product showcases, an international trade show will connect 115 overseas buyers from 48 countries with local companies for potential export partnerships.

Throughout the festival, attendees can engage in personalized styling sessions and attend beauty talks. This comprehensive event aims to showcase Seoul's evolving lifestyle scene, drawing both domestic and international visitors to experience the city's unique blend of cutting-edge fashion, wellness, and cultural attractions.