Landing International Targets Global Market with 'K-Beauty World'

K-Beauty, a Grand Journey Towards the World Begins! Landing International Sets its Sights on the Global Stage with the 'K-Beauty World' Program Landing International, a leader in global K-Beauty distribution, will extensively launch its ambitious marketing project 'K-Beauty World' from May to August, both domestically and internationally, to strengthen the global standing of Korean beauty brands. Participating in this program are leading domestic brands such as Mixsoon, Scentio, I'm From, and Rom&nd. The program goes beyond simple product promotion, focusing on promoting K-Beauty's philosophy and cultural values worldwide, and plans to maximize brand exposure through a multifaceted strategy encompassing influential Korean and American media and consumers. The program commenced with 'K-Beauty World Press,' held on May 14th and 15th at the Empire State Building in New York. Influential global magazine editors from titles like Cosmopolitan and Allure were invited to deeply share the in-depth stories and product development processes of K-Beauty brands. This was followed by 'K-Beauty Night,' which presented Korean flavors and culture, capturing the hearts of the local media. Following this, starting May 31st, the 'K-Beauty World Influencer Tour' will unfold for a week, featuring 10 mega-influencers with a million followers and renowned beauty creators who will directly visit Korea. They will directly experience K-Beauty brand headquarters and flagship stores, and will broadcast these vibrant experiences live to the world via their social media channels. In August, at the height of summer, even more inventive consumer engagement campaigns await in major U.S. cities, including Los Angeles. Plans are underway to engrave K-Beauty's unique charm into consumers' minds through creative methods, such as 'K-Beauty X Handel's Ice Cream,' where each brand's concept is expressed as an ice cream flavor, and 'K-Beauty World Board Game,' which contains K-Beauty product information. Jung Sae-ra, CEO of Landing International, emphasized, "This program focuses on conveying the philosophy and cultural value of K-Beauty," and added, "We will continue to support K-Beauty brands in increasing their recognition and accessibility in the U.S. market and expanding their global influence." Meanwhile, Landing International, with its deep understanding of the U.S. market and experience in successfully launching over 100 K-Beauty brands, also played a pivotal role in getting COSRX into Ulta and developing it into a global skincare brand. As the company recently opened its Korean office in Seongsu-dong, Seoul, further strengthening cooperation with K-Beauty brands, 'K-Beauty World' is expected to become an important stepping stone for K-Beauty's global leap.