South Korea Turns Tourist Hubs Into Launchpads for K-Beauty Exports

South Korea's Ministry of SMEs and Startups has unveiled plans to turn tourist hotspots Gyeongju and Jeju into hubs for exporting K-beauty products overseas. These regions, renowned for their cultural heritage, natural landscapes, and access to ingredients needed for K-beauty formulations, were chosen for their high volume of foreign tourists.

The 2026 K-Beauty Export Hub Development Program aims to blend government support with private sector expertise to capitalize on the tourism influx by offering visitors firsthand experiences with Korean beauty products.

Beyond the promotion of K-beauty, the initiative addresses critical challenges faced by companies looking to expand globally, such as product certification, customs clearance, and logistics. The government will provide business meeting facilities, specialized personnel, and financial support to facilitate these overseas sales endeavors. Furthermore, the program seeks to create a ripple effect on local economies by driving tourism and bolstering nearby commercial areas.

Shim Jae-yoon, director general for global growth policy at the Ministry, emphasized that the program is integral to expanding K-beauty's global footprint. By enabling visitors to discover and purchase high-quality Korean beauty products, the initiative anticipates a significant boost in exports and a revitalization of surrounding commercial districts.

This multifaceted approach to export promotion underscores the government's commitment to enhancing South Korea's position in the global beauty market while reaping the economic benefits of increased tourism.