Collaboration with beauty entertainment firm Leferi brings dozens of influencers to the scene
Coupang Inc said it operated a promotional booth for its flagship beauty festival, Mega Beauty Show, at the 2026 Busan One Asia Festival (BOF), held Saturday and Sunday at Busan Asiad Main Stadium.
The booth offered visitors a chance to try popular products from 18 major K-beauty brands ahead of the main event. An estimated 12,000 customers visited over the two days. Dozens of influencers also attended through a collaboration with Leferi, a company specializing in developing beauty content creators, and are set to produce teaser content for Mega Beauty Show.
BOF is a global hallyu festival spanning K-pop, food, beauty and fashion, and this year marks its 10th anniversary. Coupang's Mega Beauty Show runs from July 13 to Aug. 3, with more than 50 brands participating, including K-beauty labels.
"Participating in BOF this year was a meaningful opportunity to directly showcase the strengths of Coupang beauty and its wide range of benefits to customers who came to enjoy K-pop," a Coupang Inc official said. "Shoppers can also expect record-breaking deals at Mega Beauty Show."
andy@heraldcorp.com
