"Korea is famous for cosmetics and makeup. I really like the guide's makeup right now, too."

On the 29th, when the Asia-Pacific Economic Cooperation (APEC) CEO Summit kicked off, Peng Karina, who visited the "K-beauty Pavilion" at Hwangnyongwon Jungdo Tower in Gyeongju, said this.

Karina is the spouse of Jamie Lin, CEO of Taiwan Mobile, Taiwan's leading mobile carrier, and was experiencing Korean cosmetics with her family. Lin said, "I came to Gyeongju to attend the APEC Business Advisory Council (ABAC) with my husband, and I became interested in this event after seeing it in a travel booklet from the government," adding, "I'm glad I can try Korean cosmetics firsthand."

On the 29th at Hwangryongwon in Gyeongju, Peng Karina is applying Sulwhasoo products to her hand at the K-Beauty Pavilion event. /Courtesy of Lee Joo-hyung

The K-beauty Pavilion is a special side event of the APEC CEO Summit, set up for CEOs and spouses from each country to experience Korean beauty products and services. That afternoon, the venue bustled with foreign visitors, and on-site staff offered guidance in Korean, English, and Chinese.

Amorepacific unveiled an exhibition space themed "innovation and tradition," led by its flagship brands Sulwhasoo, Hera, Laneige, and IOPE. At the Sulwhasoo booth, where a ginseng scent wafted through the air, participants made their own bath bombs, while in the Hera experience zone, visitors had their skin tone analyzed with an AI diagnostic device.

LG H&H's "The History of Whoo" lounge drew attention with palace-inspired decor and mother-of-pearl lacquerware craftsmanship. When Son Dae-hyeon, a Seoul Metropolitan Government intangible cultural asset and master of ottchil lacquer, gave a demonstration, foreign visitors gasped in admiration.

On the 29th at Hwangryongwon in Gyeongju, an Australian national is receiving a consultation at the K-Beauty Pavilion event. /Courtesy of Lee Joo-hyung

At the "K-aesthetic hands-on experience zone" prepared by Gumi University, a physician directly consulted CEO spouses and introduced Korean cosmetic procedures. A Gumi University official said, "This is a session where we present new cosmetics and medical beauty equipment and it could even lead to B2B (corporations-to-corporations transaction)," adding, "We received government approval and set up a temporary clinic."

That day, group and individual visitors from several countries, including Papua New Guinea and Australia, continued to arrive at the venue. On the 27th, Nicky Hilton, a famous U.S. fashion designer and socialite, also visited.

On the 29th at Hwangryongwon in Gyeongju, visitors are looking at products such as foundation at the K-Beauty Pavilion event. /Courtesy of Lee Joo-hyung

That morning, some guests with reservations arrived about 1 to 2 hours later than scheduled. Delays reportedly occurred as foreign visitors were issued badges when entering the Bomun Tourist Complex. An event official said, "Foreign visitors need to receive a badge to enter the Bomun Tourist Complex, but that process has not gone smoothly, so they are not getting in as planned."

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