Prime Highlights
- Seoul Mayor Oh Se-hoon secured an MoU between the Seoul Business Agency and Vincom Retail to give Korean beauty brands permanent platforms in Vietnam’s top malls.
- The initiative aims to strengthen K-beauty’s presence in Southeast Asia and support emerging beauty-tech startups in building global recognition.
Key Facts
- Vietnam has become the fifth-largest market for Korean cosmetics in the past three years, driven by young, trend-conscious consumers.
- SBA plans to turn the K-beauty pop-up event at Royal City Mall into a permanent overseas branch of its Be the B@DDP beauty cultural hub.
Background
Seoul stepped up efforts to expand K-beauty worldwide after Mayor Oh Se-hoon secured a major partnership in Vietnam. During his visit to Hanoi, Oh witnessed the signing of an MoU between the Seoul Business Agency (SBA) and Vincom Retail, Vietnam’s largest retail operator. The deal aims to give Korean beauty brands permanent platforms inside top Vietnamese malls, including Vincom Mega Mall Royal City.
The agreement marks one of Seoul’s most significant steps to support its beauty industry overseas. Vietnam has quickly become the fifth-largest market for Korean cosmetics in the past three years. Young consumers in their 20s and 30s, who are active online and follow global beauty trends, drive much of this growth.
Seoul officials see Vietnam as a key market where beauty-tech startups can build brand recognition and test new products. As part of the visit, Oh opened “Beyond the Beauty, Be the B@DDP,” a three-day K-beauty pop-up event at Royal City Mall. Thirteen Seoul-based companies displayed their latest products, and nine met directly with local buyers and shoppers.
SBA now plans to turn the pop-up into the first permanent overseas branch of its Be the B@DDP beauty cultural hub, offering long-term exposure for Seoul brands. The hub will serve as a gateway for emerging companies to reach Southeast Asian customers.
During meetings with Korean firms operating in Hanoi, Oh promised stronger support for companies aiming to expand in Vietnam. He said Seoul will work to create reliable entry channels and build a sustainable cooperation framework that helps local beauty brands grow into global competitors.
The new partnership is expected to deepen economic and cultural ties while giving K-beauty a stronger foothold in Southeast Asia.
