NuriHouse Launches K-Culture Event Brand 'Haus of K' in New York

By StartupKorea Business Desk | Jun 08, 2026

NuriHouse Unveils 'Haus of K' in Brooklyn

NuriHouse, a startup specializing in K-beauty marketing and commerce, has announced the launch of its new K-culture event brand, 'Haus of K'. The inaugural event is set to take place at Hana House in Brooklyn, New York, starting June 13 and running for approximately three months. Attendees will have the opportunity to explore over 100 brands encompassing K-beauty, K-wellness, and K-food all within a single venue.

A Unique Blend of Space, Distribution, and Platform

This innovative project combines elements of space, distribution, and platform to create a comprehensive experience for participants. NuriHouse will leverage its global creator platform, Nurilounge, to connect Korean brands with North American creators and fan communities. The event will be hosted at Hana House, a dedicated K-culture space in Brooklyn, while K-beauty retailer K-Beauty Ave will showcase K-brands through retail and pop-up formats.

The 'Haus of K' initiative builds on the success of NuriHouse's previous K-beauty event, 'K-Beauty Boost', which attracted over 4,000 visitors during a single weekend at the Korean Cultural Center in Manhattan last year. This strong local demand has prompted NuriHouse to develop the event into a seasonal platform, with plans to expand its operational model to other major U.S. cities, including Los Angeles.

Four Chapters of Engagement

The 'Haus of K' event will unfold in four distinct chapters over its three-month duration: a grand opening, retail pop-ups, new brand showcases, and back-to-school promotions. Throughout the event, K-beauty retail and pop-up experiences will be continuously available, featuring interactive programs such as AI skin analysis, personal color diagnostics, makeup masterclasses, and one-on-one routine consultations.

Participating brands in the main showcase include popular K-beauty names such as I’m From, Apothe, Melixir, VT, and Tokobo, alongside beauty tech initiatives like LuluLab’s AI skin analysis program.

Strategic Vision for K-Lifestyle

According to Baek Aram, CEO of NuriHouse, the company has recognized not only the competitiveness of K-beauty products but also the broader demand for K-lifestyle in the local market. He stated, “'Haus of K' aims to capture this demand not just as a one-time event but as a permanent platform, starting from New York and expanding to major cities like LA.”

Jin Kim, head of NuriHouse’s U.S. branch, emphasized that K-beauty is evolving into a holistic K-lifestyle that encompasses self-care, wellness, food, and community. “'Haus of K' is more than just an introduction to Korean brands; it is an event where consumers can directly experience the Korean lifestyle,” he added.

This ambitious venture marks a significant step for NuriHouse as it seeks to solidify its presence in the U.S. market and promote the richness of Korean culture through engaging and interactive experiences.

Source: Platum. This is an original English briefing based on the cited report.