Shopee Korea announced on the 11th that it had completed the '2025 Shopee Korea K-Beauty Summit' held at the SKY31 Convention in Lotte World Tower, Songpa-gu, Seoul on the 10th.
This summit, held for the first time by Shopee Korea, was designed to inform K-beauty brands of the growth potential of K-beauty in the Southeast Asian market and to introduce overseas expansion directions and market strategies. The event, which was held online and offline simultaneously, was a place where various companies including Shopee Korea participated as speakers to share overall overseas expansion strategies, practical marketing, and overseas logistics solutions.
The event was sponsored by Cosmax, the world's No. 1 cosmetics ODM company, and beauty brands 'Arencia' and 'Skinfood', Shopee advertising partner 'Meta', and global market research agency 'Mintel Korea' participated as participants. About 120 beauty brands, distributors, and distribution officials attended the event, and many potential sellers watched it online, showing great interest.
The first speaker, Shopee Korea CEO Kwon Yoon-ah, presented on Southeast Asian K-beauty trends and opportunities as seen through Shopee data. In particular, she stated that new beauty brands that are growing explosively overseas continue to emerge through Shopee, and that the company plans to expand live commerce and strengthen fulfillment channels to continuously support K-beauty brands.
Next, Cosmax Vice President Choi Kyung introduced Cosmax’s successful localization case and emphasized its capabilities as a K-beauty partner company hoping to expand globally beyond Southeast Asia to South America. Mintel Korea Data Team Manager Lee Eun-jin predicted that in Southeast Asia, where skincare products are very popular, moisturizing is important, and there will be an increase in demand for brightening strategies led by glutathione and cosmetics that reduce skin irritation.
Next, Shopee Korea introduced the initial onboarding strategy for successful entry of K-beauty brands into Southeast Asia. Park Hong-geun, head of the PR and Marketing team at Shopee Korea, explained the live streaming and short-form commerce trends in Vietnam, emphasizing exclusive promotions and collaborations with influencers. Song Song-i, head of the business development team at Shopee Korea, suggested a six-month step-by-step strategy to become a top-tier Shopee brand, and actively encouraged participation in the 'K-beauty strategic seller program' that provides 1:1 customized support from store opening to sales enhancement.
In the afternoon, Arencia and Skinfood beauty brand sellers gave presentations and shared their experiences of successfully expanding their sales channels in the Southeast Asian market through Shopee. An Arencia representative cited participation in the Shopee strategic seller program as the secret to the startup beauty brand Arencia’s rapid growth overseas. Lee Jong-seong, Skinfood’s global online team leader, shared the story behind the second heyday of overseas expansion through Shopee.
Meta Account Manager Namgyu Hwang and Meta Account Manager Jihyun Park presented a Southeast Asian success strategy utilizing Meta Affiliate Advertising solutions and shared practical performance marketing tips. The session concluded with Shopee Korea Logistics Team Manager Haeneul Seo and Team Manager Joanne Lee introducing local fulfillment as the optimal logistics solution that simultaneously reduces logistics costs and improves purchase conversion, along with various logistics options such as Shopee Logistics Service (SLS) and Console.
After the session, the 'K-Beauty Strategy Seller Program' was held for those who applied in advance, providing a 1:1 customized consulting opportunity with Shopee Korea officials. 1:1 individual consulting was also actively conducted during the booth tour conducted for all on-site participants. Shopee Korea's store opening support team and logistics team, as well as Cosmax and Mintel Korea, participated in the booth tour consultation.
Yoonah Kwon, CEO of Shopee Korea, said, “From the application stage to the end of this event, we could personally feel the hot interest of K-beauty brands hoping to expand overseas,” adding, “Through this summit, I hope that K-beauty brands will learn about the limitless potential that they have in overseas markets and expand their businesses more effectively and quickly through Shopee.”
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