[Anchor]

South Korean cosmetics have maintained their position as the top imported beauty products in the United States for three consecutive years. Now, even Korean store operation methods are being adopted as they are.

Correspondent Kim Hyunwoo reports from New York.

[Reporter]

This is the world's largest cosmetics retail store located in New York's Times Square.

Korean cosmetics occupy the prime, high-traffic center stage.

Product planning, selection, and display methods are entirely managed by a Korean retail company, making it look as though a store from Seoul has been transplanted entirely.

It has even adopted South Korea's signature fast turnover rate, continuously changing product lineups based on consumer reactions.

As the popularity of K-beauty grows, the strategy has moved beyond simply importing proven products from Korea to embracing store operation and sales methods in the U.S. market.

[Tatiana / New York: It is really great to be able to buy these wonderful products here in the U.S. instead of having to go to Korea. The selection is wider, and shopping has become much more convenient.]

Amid the K-beauty craze, South Korea's cosmetics exports reached an all-time high in the first half of this year.

In particular, exports to the U.S. ranked first, and as demand continues to grow, the ways of penetrating the market are also diversifying.

In New York's Soho district, an area frequented by trend-conscious people, a space has been established where people can preview and experience Korean cosmetics in advance.

Despite the rainy weather on this weekday, many people are visiting this place.

Consumers can freely try out Korean products here and receive consultations from experts.

Companies aiming to enter the U.S. market have created these spaces to break away from relying solely on local distribution networks and instead communicate directly with consumers to figure out what they truly want.

[Lee Hana / Cosmetics Company CEO: Rather than just supplying through certain channels or doing marketing, we thought that coming directly to understand consumers is a way to build stronger long-term competitiveness in the market.]

In the U.S. market, notorious for its high barriers to entry, South Korean cosmetics have gone beyond a passing fad, surpassing France to defend their spot as the number one imported cosmetics brand.

(Camera filming: Lee Hee-hoon, Video editing: Jang Hyun-ki)