In 2024, 1.7 million Korean tourists visited the Philippines while more than half a million Filipinos traveled to South Korea. This makes the Philippines the number one visitor among ASEAN countries. “This is not just a simple case of statistics, but a beautiful story of mutual embrace and affection,” Ambassador Lee said.
Held from 25 to 26 April at the Main Mall Atrium, Upper Ground Level, SM Aura, the event drew a diverse crowd of K-Beauty enthusiasts, travelers and cultural explorers eager to experience Korea’s innovative beauty techniques and renowned destinations. It featured interactive booths, engaging stage programs and exclusive promotions.
“K-Beauty is not just about perfection. It’s about honoring who you are, finding joy in your own skin, and expressing yourself with pride — with a little help, of course, from products and technology that make one’s beauty glow just a little brighter,” Tourism Secretary Christina Garcia Frasco said.
Guests also participated in an exclusive tour of the Glow-Up Booths, engaging firsthand with the immersive K-Beauty activities on display. The Bom’s debut captivated attendees with its seamless personal color analysis and skin analysis, while Jenny House returned to great acclaim with premium hair styling by Korean top stylists.
