Coupang Promotes K-Beauty at Busan WonAsia Festival, Attracting 12,000 Visitors

*This content was translated by AI.

Coupang announced on the 29th that it participated in the '2026 Busan WonAsia Festival (hereinafter BOF)' and successfully operated a Mega Beauty Show promotional booth.

Marking its 10th anniversary this year, BOF is a representative global festival where visitors can experience Hallyu content covering K-POP, K-food, beauty, and fashion all in one place.

From the 27th to the 28th, Coupang operated a promotional booth for its beauty festival, 'Mega Beauty Show,' at the Busan Asiad Main Stadium during BOF. The booth offered visitors the opportunity to try out popular products from 18 major K-beauty brands in advance.

According to Coupang, an estimated 12,000 customers visited the Coupang booth over the two days. Visitors from South Korea, as well as tourists from the United States, Europe, and Asia, showed high interest by experiencing a variety of K-beauty products.

The Coupang Mega Beauty Show promotional booth at BOF was created in collaboration with 'Referi,' a company specializing in beauty creator development and influencer marketing. During the event, dozens of influencers from Referi visited the booth, and these influencers are expected to continue collaborating by producing teaser content to promote the Mega Beauty Show in the future. During the Mega Beauty Show event in mid-July, collaborative content with creators including Holly, Kim Seupseup, Chae-so, and Bamby Girl is also planned to be unveiled.

A rich on-site event was also held. Visitors who accessed the 'Mega Beauty Show' teaser page via QR codes set up at the venue were given free gifts, receiving a warm response. The free gifts were randomly composed of highly preferred products such as serums, masks, and cleansing foams from brands experienced at the booth, including Senka, Dr.Jart+, Isntree, and Billyfe.

Coupang plans to hold the Mega Beauty Show from July 13 to August 3, making this event a key part of its pre-promotion efforts. A total of over 50 brands, including K-beauty brands, will participate. The 'Mega Beauty Show,' held regularly three times a year, has established itself as Coupang's representative beauty festival, offering customers significant benefits on highly preferred products. In April, a virtual store was opened in Seongsu-dong, attracting over 3,000 K-beauty fans and gaining significant popularity.

A visitor who came to the festival in Seoul said, "I often visit Coupang's Mega Beauty Show, which offers generous benefits such as Beauty Boxes to consumers, and it was a great time to experience various popular products in advance in Busan." Another customer, a local resident of Busan, said, "I have been using Coupang's Rocket Delivery for beauty products for over four or five years," adding, "I frequently use it because I can receive high-quality products quickly."

A Coupang official stated, "Participating in this BOF was a meaningful opportunity to directly showcase the excellence and diverse benefits of Coupang Beauty to customers who came to enjoy K-POP," and added, "Starting on July 13, the 'Mega Beauty Show' will offer unprecedented benefits from over 50 brands, including 1+1 deal chances, instant discounts, and free gift promotions, so we hope for your continued interest."

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*This content was translated by AI.