Gyeongju, Jeju to become K-beauty export hubs

Gyeongju in North Gyeongsang Province and Jeju have been designated as "K-beauty export hubs" to help small and midsize Korean cosmetics companies expand overseas.

The Ministry of SMEs and Startups announced Thursday that it had selected the two regions as beneficiaries of its 2026 K-beauty Export Hub Development Program.

The program combines central and local government support policies with private-sector infrastructure and expertise to develop areas with high foreign tourist traffic into concentrated bases for K-beauty's global expansion. It is one of 15 ultra-innovation economy projects currently underway.

Gyeongju and Jeju scored highly as leading tourist destinations that draw a steady stream of foreign visitors, backed by abundant tourism resources. Their natural resources suitable for use as cosmetics ingredients, along with existing research and production facilities for product development and spaces and infrastructure for promotion and marketing, also factored into the selection.

The government will invest 3 billion won ($2.14 million) this year to support the development of K-beauty export hubs in the two regions, with local governments covering at least 30 percent of project costs. The hubs will build export-oriented infrastructure and operate pop-up stores and experience centers, while hosting export and investment consultations for overseas buyers and investors. Support will also be provided to help companies navigate certification, customs and logistics challenges during the export process.

As K-beauty's international profile has risen in recent years, the policy imperative of converting foreign tourists' domestic cosmetics purchases into overseas export momentum has grown. Small and midsize cosmetics companies in particular face a relatively high burden when trying to build their own stores or distribution networks abroad. Letting foreign tourists experience products directly in areas where they already congregate can build brand recognition ahead of a full overseas push. Combining Gyeongju and Jeju's tourism offerings with K-beauty could also generate a spillover effect, spreading consumer spending beyond cosmetics sales to local tourism and commercial districts.

"Helping foreigners who visit Korea experience and grow familiar with a wide range of excellent Korean products while they are here is one important part of spreading K-beauty globally," said Shim Jae-yun, director general for global growth policy at the Ministry of SMEs and Startups. "We will continue to expand support so that K-beauty export hubs can contribute to diversifying global expansion strategies and revitalizing commercial activity in surrounding areas."