Creating New Value by Combining National Heritage and K-Beauty

Cultural Heritage Administration and Clio Sign Partnership Agreement
to Promote K-Culture and K-Beauty Collaboration

On August 22, the Cultural Heritage Administration will sign a business agreement with Clio, Korea's first color cosmetics company, at Gyujanggak in Changdeokgung Palace to promote the spread of K-culture.

Collaboration product between the Cultural Heritage Administration and Clio
Photo by Cultural Heritage Administration

Amid growing interest in traditional Korean culture, fueled by the popularity of works such as 'K-Pop Demon Hunters,' the partnership aims to create new value by combining expertise in national heritage and K-beauty.

The main points of the agreement include joint product development, support for natural heritage conservation activities, sponsorship for the preservation of royal court attire, and domestic and international promotional activities. A portion of the sales proceeds will be donated to support the protection of natural heritage.

The first result of this collaboration will be two 'Heritage Edition Eye Palettes,' inspired by the colors of plum blossoms and goldenrain trees, which will be released on August 29.

An official from the Cultural Heritage Administration stated, "We hope that the beauty of our national heritage will become widely known and serve as a model case for public-private cooperation."