On the afternoon of the 28th, a pop-up store for the 'Musinsa Beauty Festa' (temporary store) opened in a building in Seongdong-gu, Seongsu-dong, Seoul. The lively sounds filled the event space spanning the 1st and 2nd floors. People held bags in a deep pink color representing Musinsa Beauty and queued at each booth.

At one booth, an employee was conducting a spinning game, chanting 'one, two, three.' Cheers erupted as a participant spun the wheel with force, and when it stopped in one place, the employee beamed and handed out a prize.

On the 28th afternoon, a brand booth at the Musinsa Beauty Festa pop-up store (temporary store) in Seongsu-dong holds a roulette experience event. /Courtesy of Jeong Jae-hwon.

Musinsa will hold an offline event, 'Musinsa Beauty Festa in Seongsu,' from the 29th to the 31st in the Seongsu-dong area. On the eve of the event, Musinsa previewed the venue to influencers, beauty industry insiders, and reporters.

Musinsa has created a 'beauty-specialized space' by providing content for customer participation throughout Seongsu-dong, which has emerged as a hub for K-beauty. The main pop-up store, covering a total area of 660 pyeong, spans the 1st and 2nd floors, and the outdoor space of 'Musinsa Empty Seongsu' near Seongsu Station on Line 2 will also be utilized as an extension of the event.

Additionally, in the 'Musinsa Beauty Space 1' located on Yeonmujang-gil in Seongsu-dong, a hair care brand, 'Currysheel,' will collaborate to offer hair and scalp diagnosis services. Over the weekend, a cart with a lucky draw machine will appear near Seongsu Station to distribute Musinsa Beauty discount coupons and popular beauty products. According to data from the Korea Tourism Organization (KTO), the number of domestic visitors to Seongsu-dong in the first half of this year increased by 17% compared to the same period last year, while the number of foreign visitors rose by 44%.

On the 28th afternoon, a view of the inside of the Musinsa Beauty Festa pop-up store (temporary store) in Seongsu-dong. /Courtesy of Jeong Jae-hwon.

This event is centered around diverse experiential programs. Visitors to the pop-up store can enjoy various content such as 'skin diagnosis' and 'finding the right perfume' prepared by each brand and receive giveaways. There is also an experiential element where they can take photos at a photo booth set up inside the building, fill in information about their skin type and personal color, and use a decorating kit provided in a dedicated space to create their 'My Beauty ID Card.'

A Musinsa representative said, 'We planned the event to focus on the consumption tendencies of Generation Z (those born from the mid-1990s to the early 2010s) who value experience, along with the latest beauty trend of enjoying decoration.'

On the 28th afternoon, a customer participates in a mini-game content that awards gifts at a brand booth inside the Musinsa Beauty Festa pop-up store (temporary store) in Seongsu-dong. /Courtesy of Jeong Jae-hwon.

Since 2020, Musinsa has been onboarding beauty brands onto its platform and expanded its business by launching a 'beauty specialized zone' in November 2021. The offline event, Musinsa Beauty Festa, was first held last year, attracting over 18,000 visitors.

Musinsa has planned this event as a gateway for emerging K-beauty brands. A total of 36 brands participated in the pop-up store, with 86% being small to medium-sized indie brands. About 28% are emerging brands less than three years old, and nearly one-third are brands not hosted by major offline channels in Seongsu-dong. A Musinsa representative noted, 'Many participating brands have prepared exclusive plan and composition products available only at this event, including Musinsa Beauty.'

Musinsa has professional staff from the photo team, editor team, and live commerce team directly supporting showcase and content creation for emerging beauty brands. Thanks to the active participation of various emerging brands, the transaction amount for Musinsa Beauty in the first half of this year has doubled compared to the same period last year. Musinsa's performance for the first half of this year includes sales of 670.5 billion won and an operating profit of 58.9 billion won, reflecting increases of 22.1% and 23%, respectively, compared to the previous year.

On the 28th afternoon, people line up outside the building where the Musinsa Beauty Festa pop-up store (temporary store) in Seongsu-dong is held. /Courtesy of Jeong Jae-hwon.

On the 18th, Musinsa sent out a request for proposal (RFP) to domestic and international securities firms for the selection of an underwriter for its public offering (IPO), officially launching its IPO efforts. After reviewing proposals from various securities firms, it is expected to conduct internal evaluations to select the underwriter. They are also considering a listing on foreign stock exchanges while exploring various options.

Meanwhile, several domestic platforms dealing with the beauty sector have begun hosting offline participatory beauty events in recent years to expand customer engagement. Touted as a representative in this field, CJ Olive Young has been holding the 'Olive Young Festa' every year since 2019. Coupang also held its first offline beauty event in 2023 and continued it for two consecutive years. Kurly, which is expanding its footprint by onboarding beauty products onto its platform, also held its first offline beauty event, 'Kurly Beauty Festa 2024,' in October last year.

※ This article has been translated by AI. Share your feedback here.