SMC Holds 'K-Beauty Glow Week' in Brazil to Support Entry into Latin America

The Ministry of SMEs and Startups (SMC) announced on the 28th (local time) that it held the "K-Beauty Glow Week in Brazil" in São Paulo, Brazil, to support the entry of South Korean beauty products into the local market.

The event, which runs through the 29th, features 21 domestic beauty companies.

The venue features individual exhibition spaces for each brand, allowing visitors to browse and experience the products. Local influencers were also invited to share product features and user reviews on social networking service (SNS) channels.

Local buyers, including Natura, Brazil's largest cosmetics company and the leader in the Latin American beauty market share; Raia Drogasil, which operates thousands of stores in Brazil; and Mercado Libre, South America's largest e-commerce platform, inspected the products on-site and discussed ways to expand the presence of South Korean products locally.

In cooperation with Shopee, a major e-commerce platform in Latin America, the ministry is also running an online promotional sales event until the end of August, offering about 2,000 popular products at discounts of up to 30%.

Shim Jae-yoon, Director General for Global Growth Policy at the ministry, stated, "We will support the enthusiasm for K-beauty so that it spreads across Brazil and the entire Latin America region."

(Photo: Provided by pool reporting, Yonhap News)
※ Please note: This article was translated by AI and may contain errors.