Landing International Launches 'K-Beauty World City Tour' in 5 Major U.S. Cities

Landing International, a company specializing in K-beauty distribution, is accelerating its foray into the US market by launching an innovative 'K-Beauty World City Tour'. This tour, starting in LA and expanding to five major US cities, will offer a unique experience to local consumers through 'K-Beauty Mart,' a virtual store themed after Korean convenience stores. As the #KoreanConvenienceStore hashtag recently gained explosive popularity on TikTok, recording approximately 481 million views, Landing International incorporated familiar designs unique to Korean convenience stores, such as those for ramyeon, snacks, and beverages, into beauty product packaging to add fun and novelty. This event featured 10 promising K-beauty brands, including Nudtexture, Rael, and Mixsoon, which are gaining attention in the vegan beauty and color cosmetics sectors. Notably, the first event held on the 1st at Century City Mall in LA attracted over 1,600 people, and 100 beauty influencers and makeup artists with a combined 64 million followers on Instagram and TikTok personally experienced the K-beauty products, demonstrating strong interest. To expand K-beauty's influence, Landing International is also participating in various global festivals. These include SXSW, a global cultural festival held in Texas from the 9th to the 12th of this month; 'Revolve Festival,' an event inviting celebrities and influencers to the Coachella Music Festival from the 12th to the 20th of next month; and 'Lollapalooza,' a music festival taking place in Chicago on July 31st, in which it plans to participate consecutively. Sarah Jung, CEO of Landing International, stated her ambition to "provide immersive retail experiences to diverse consumers across the United States, and strengthen local marketing to ensure K-beauty brands gain more prominence on the global stage." Landing International is already an expert in the US market, having successfully established over 100 K-beauty brands in major US retail channels such as Ulta, Target, and JCPenney. In January, it published 'The Second Wave of K-Beauty,' a trend report for the sustainable growth of K-beauty brands, serving as a compass for the industry.