Get ready to immerse in the ultimate K-beauty and Korea travel experience at “K-Beauty Glow-Up!”, a two-day event on April 25-26, 2025 from 11 am to 8 pm at the Main Mall Atrium in SM Aura’s Upper Ground Level. Organized by the Korean Cultural Center in the Philippines (KCC) and the Korea Tourism Organization (KTO), this event is free and open to all K-Beauty and travel enthusiasts.
“K-Beauty Glow-Up!” showcases the latest K-beauty trends. Visitors can engage in interactive activities, from the trending personal color analysis to information on the must-experience beauty places in Korea. The event also includes a sit-down with actress and singer Kyline Alcantara, who will share her personal K-beauty and wellness journey in Korea.
Various stage programs will also feature Korean product highlights and expert insights.
Immersive Glow-Up Booths offer personalized beauty experiences and expert consultations.
The traditional fragrance booth invites visitors on a journey through Korea’s centuries-old perfumery, where visitors can craft their scent using accessible materials.
Two renowned K-Beauty powerhouses, The Bom and Jenny House, come together to present an exclusive beauty showcase in the Philippines.
Making its debut, The Bom, a leading beauty booking service from Seoul, offers a range of personalized services tailored to meet every beauty need—from personal color analysis to K-beauty makeovers. With multilingual interpreters fluent in Chinese, English, and Japanese, The Bom booth ensures a seamless and enjoyable transformation for every guest.
Jenny House is the celebrated Gangnam beauty salon favored by Korean stars. Visitors can look forward to premium hair styling and makeup sessions by South Korea’s top stylists for a K-celebrity-inspired glow.
This year, the Korea Trade-Investment Promotion Agency (KOTRA) will showcase an exciting selection of K-beauty products from small and medium enterprises (SMEs), giving attendees a glimpse into Korea’s thriving beauty industry.
Additionally, Amorepacific Philippines Inc., home to Laneige, Innisfree, and Mise en scène, will offer product samplings and live demonstrations, allowing visitors to experience the latest in Korean skincare and cosmetics firsthand.
Korean Air is also presenting its “Fly & Glow” promo, offering a 10 percent discount on selected airfares to Korea (Incheon), the US, and Canada, including transits to Incheon Airport from April 25 to 27. Those who purchase Korean Air tickets during the “K-Beauty Glow-up!” event on April 25 and 26 can redeem complimentary Innisfree items. Visit koreanair.com for more details.
Klook will feature exclusive discounts on K-Beauty experiences and special promo codes only available during the two-day event. Additionally, attendees will have the chance to learn about the latest must-visit destinations for K-beauty and wellness at the Korea Tourism Organization booth.
Visitors can also look forward to exclusive giveaways when they participate in the ongoing social media contest and onsite activities.
“K-Beauty Glow Up” is organized in anticipation of the “Korea Beauty Festival 2025” happening in Seoul from June 19 to July 18. This festival is hosted by the Ministry of Culture, Sports, and Tourism (MCST), Korea Tourism Organization (KTO), and Visit Korea Committee.
This festival will highlight the best of K-beauty, K-fashion, and K-medical through experiential booths tailored for foreign tourists, product sales, and a diverse array of K-culture events.
The festival will feature a dedicated K-Beauty tourism hub at Dongdaemun Design Plaza (DDP), as well as interactive experience zones across popular districts like Myeongdong, Seongsu, and Gangnam. Side events, including stamp tours and cultural programs, will also enrich the festival experience.
