Store Opening at the End of June at Fanfan Duty Free
Boryeong City: "Full-Scale Global Marketing Linked to the Mud Festival"
Boryeong City in South Chungcheong Province announced on June 16 that its flagship beauty brand, Boryeong Mud Cosmetics, will open a store at the "FANFAN DUTY FREE SHOP," a duty-free retail space dedicated to innovative SME products located on the east side of Terminal 1 at Incheon International Airport, on June 30.
Boryeong Mud Cosmetics is a functional skincare brand that utilizes natural mud. By entering the duty-free shop at an international airport, which serves as a global distribution hub, the brand will be able to use this location as a testbed to gauge real-time reactions from overseas consumers.
In particular, Incheon Airport is a strategic hub for K-beauty distribution, attracting tourists and buyers from around the world. This entry is expected to be an important opportunity to prove the brand's competitiveness.
The duty-free shop will feature products such as travel sets, mud packs, cleansing foam, and shampoo, all highlighting the unique absorption and soothing effects of mud.
Mayor Kim Dongil stated, "Entering the Incheon Airport duty-free shop is not just about securing a new distribution channel; it is a strategic challenge to demonstrate whether Boryeong's natural resource of mud can be competitive in the global market." He added, "We will maximize the effect of expanding the global brand by hosting on-site purchase events linked to the Mud Festival, operating experience booths for foreigners, and producing real-time promotional content."
Meanwhile, the city plans to develop the Mud Festival into a "brand festival" by connecting the consumer journey so that foreign tourists who experience the products at the festival site can purchase them directly at the Incheon Airport duty-free shop.
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