"President Lee Also Uses a Facial Mask Daily"... Kim Hea Kyung Promotes K-beauty Through Experiential Diplomacy in Shanghai

While on a state visit to China, Kim Hea Kyung, spouse of President Lee Jae-myung, attended a K-beauty event in Shanghai on the 7th (local time). She personally tried Korean cosmetics and engaged with local consumers and influencers.
At the 'K-Brand Glow Week' event held at the Fosun Art Center, Kim Hea Kyung toured booths of domestic small and medium-sized K-beauty brands. The event featured 50 Korean beauty companies, including K-Export Strategic Item Designated Companies and Participating Companies in the K-Beauty Creator Challenge. Local buyers and Wanghong (Chinese influencers) also joined the event.
Kim Hea Kyung personally tested products such as lip balm, skincare, and hair and scalp care items, attentively listening to product explanations. After trying a royal jelly lip balm, she remarked, "I drink honey water every morning, so this product seems good for health." She also commented, "It smells refreshing," after applying an essence to her hand. While being introduced to hair and scalp products, she noted, "I am also very interested in scalp care," and participated in the demonstration.
Kim Hea Kyung also conversed with Wanghong at the event. She highlighted the strengths of K-beauty, stating, "K-beauty offers a wide variety of products tailored to different skin types, ages, and seasons, and responds quickly to consumer demands. Trends and diversity are the key competitive edges of K-beauty." She further encouraged local consumption, saying, "Even if you don't visit Korea, you can fully experience Korean cosmetics here in China."
In front of a booth hosting live commerce, Kim Hea Kyung emphasized the everyday nature and value of K-beauty, saying, "Even the President uses a facial mask every day after work." At the request of some Wanghong, she also made a brief appearance on a live broadcast to greet viewers.

west@fnnews.com Sung Seok-woo Reporter