Glow up the K-Beauty way
‘It’s about honoring who you are, finding joy in your own skin, and expressing yourself with pride.’
(from left) Park Younghee, Director of the Korea Tourism Organization-Manila Office; Kyline Alcantara, former Honorary Ambassador of KTO; Lee Sang Hwa, Ambassador of the Republic of Korea to the Philippines; Christina Garcia Frasco, Secretary of the Department of Tourism; Joaquin San Agustin, executive vice president for Marketing of SM Supermalls; Kim Myeongjin, Director of the Korean Cultural Center in the Philippines; and Kwak Yongho, general manager of Amorepacific.
Photographs courtesy of the KCC PHL
The global phenomenon that is the Korean wave continues to grow in popularity with no signs of slowing down.
And just like the authentic, unapologetic way that Korean pop culture and artistry found their way into the hearts of many, its beauty industry has quickly done the same.
Forbes says “more people are going to be spending money on non-invasive treatments.” The focus will be on K-Beauty facial treatments, specifically nonsurgical cosmetic treatments and products. In the Philippines alone, Korean skincare brands are taking up rows and rows of shelves at beauty stores.
At the recent Korean Cultural Center in the Philippines and the Korea Tourism Organization event, Korean Ambassador to the Philippines Lee Sang Hwa affirmed the deepening relations of Korea and the Philippines that go beyond cosmetics and skincare.
Korean hair styling by Jenny House.
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.
