Organized by the Ministry of Culture, Sports and Tourism in collaboration with the Korea Tourism Organization, the festival will run through Sept. 30, with major pop-up events taking place at HiKR Ground in central Seoul through July 19.
Programs include skin and scalp assessments, hairstyling, eyebrow consultations, personal color analysis and K-pop-inspired makeup sessions. Medical, fitness and fashion-related consultations will also be offered.
The government is also making more than 800 beauty-related packages available for booking through nine online travel platforms including Klook, Trip.com, Traveloka and KKday. The online promotion runs through Sept. 30 and is aimed at attracting first-time visitors and encouraging repeat travel to South Korea.
A business meeting will also be held on Thursday, bringing together 40 overseas travel companies from 19 countries and 42 Korean companies in the beauty and medical sectors.
The ministry expects the initiative to generate about 100 new tourism packages and attract around 2,000 foreign visitors.
Travel industry representatives and influencers are also touring beauty-related businesses and attractions in Seoul, Gyeonggi Province, Incheon, Busan, Jeju and Gangwon Province for about a week until June 29.
The festival comes as South Korea seeks to convert rising visitor numbers into broader tourism. Foreign arrivals passed 10 million in mid-June, while monthly card spending by overseas visitors exceeded 2 trillion won for the first time in May, according to data from the ministry and the Korea Tourism Organization.
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