SMEs ministry selects Gyeongju, Jeju for K-beauty export hubs

The SMEs ministry said it had selected Gyeongju, North Gyeongsang Province, and Jeju for its 2026 K-beauty export hub program, aimed at turning destinations popular with foreign visitors into launchpads for K-beauty's global expansion.

The ministry said the two areas were selected for their cultural heritage and natural environment. Both draw foreign visitors year-round and offer natural resources for K-beauty products, research and production facilities, and space for promotion and marketing.

The two sites were chosen through a public call that ran from March through August. The program combines K-beauty policies from central and local governments with private infrastructure and expertise, and is being pursued as one of 15 ultra-innovation economy projects.

"Helping foreign visitors to Korea experience and become familiar with Korea's diverse high-quality products firsthand is an important part of K-beauty's global expansion," Sim Jae-yoon, the ministry's director general for global growth policy, said. "We will increase policy support in cooperation with relevant institutions so the export hubs can diversify K-beauty's global expansion strategies and contribute to more vibrant commercial districts in surrounding areas."

The two areas will receive a total of 3 billion won ($2.14 million) for 2026, while their local governments will bear at least 30 percent of project costs.

Funding will build export-hub infrastructure and support product development and production, pop-up stores, experience centers, and promotion tied to Korean Wave events and regional festivals. The program will also arrange business consultations with buyers and investors and provide information and assistance on certification, customs clearance and logistics for exporters.

Other participating agencies will support cosmetic-ingredient research and development, specialized workforce training, safety assessments, K-halal certification cooperation and information on cosmetics export regulations, the ministry said.

Local governments and private planning groups will operate the hubs as consortiums. Local authorities will provide unused spaces and improve surrounding infrastructure, while private groups will plan locations, make investments and establish anchor stores specialized in K-beauty. The ministry will oversee planning and operation.