Hearing "Korean Products Are Number One," Oh Se-hoon Moves to Expand K-Beauty in Vietnam

Meeting with Local Vietnamese Companies and Confirming On-Site Popularity
Over 200 Influencers Gather at K-Beauty Pop-Up
"We Will Fully Support Korean Companies’ Overseas Expansion"
SBA and Vincom Retail Sign MOU at the Event Venue

Seoul Mayor Oh Se-hoon has confirmed the local popularity of Korean companies operating in Vietnam and pledged support for their continued success. During his visit, he met with business leaders to listen to their concerns and visited the newly opened Seoul Beauty Promotion and Experience Center, promising to help expand distribution platforms in the beauty industry.

On the morning of the 5th, Mayor Oh attended a 'Local Business Roundtable' held in Hanoi, where he discussed strategies for expanding major companies and K-industries. The roundtable was attended by Jang Eunsook, President of the Korean Association in Hanoi; Koo Bonkyung, Head of KOTRA Southeast Asia & Oceania Headquarters; local heads of major conglomerates such as Samsung Electronics, SK, and LG Display; as well as about 30 representatives from promising small and medium-sized enterprises and startups, including Byby.

Seoul Mayor Oh Se-hoon is greeting K-beauty fans at the "Seoul Beauty Promotion and Experience Center" held on the afternoon of the 5th at Vincom Mega Mall Royal City in Hanoi. Provided by Seoul City

Vietnam is a key trading partner for Korea. Korea ranks as Vietnam’s third-largest trading partner after China and the United States, with bilateral trade reaching 81.5 billion dollars last year. Korea’s exports to Vietnam also amounted to 58.3 billion dollars, making Vietnam the third-largest export destination for Korea.

Business leaders shared their experiences and insights on local industry trends, such as the rapidly changing consumer trends in Vietnam and the expansion of online distribution. In particular, with the growing popularity of Hallyu, there is increasing interest in Seoul-based brands such as K-Beauty. They suggested that the Seoul Metropolitan Government should take the lead in building local networks, promoting brands, and expanding platforms for business exchange.

Mayor Oh stated, "Through this roundtable, we will identify the support and cooperation measures needed by companies in the local market and secure practical channels for Seoul-based companies to enter Vietnam. We will also establish a sustainable cooperation system between the Seoul Metropolitan Government and companies to help them grow into global enterprises, not just settle for local entry."

Later, Mayor Oh visited the Seoul Beauty Promotion and Experience Center at Vincom Mega Mall in Hanoi to witness the popularity of K-Beauty firsthand. The event attracted more than 200 participants, including influencers, who introduced and shared K-Beauty products through live broadcasts and vlogs. This event will not stop at being a simple pop-up but will be transformed into the first global permanent store of the Seoul Business Agency (SBA) beauty complex cultural space brand, 'B the B,' called 'B the B@DDP.' The aim is to expand sales channels for Seoul-based small and medium-sized K-Beauty companies and support their overseas expansion.

Influencer Truong (26), who visited the experience center, said, "I think Korean products are number one in the world. Many people around me, including myself, use Korean beauty products." Xuyi (27) added, "I have tried other products, but Korean cosmetics suit Vietnamese skin tones particularly well, so I use them often. The packaging is also very appealing and attractive to the younger generation in Vietnam."

Mayor Oh also experienced advanced beauty tech from Seoul-based companies, including AR hairstyle simulation (Mirrorroid) and AI skin diagnosis with personalized product recommendations (EntreReality), and encouraged those working at the event.

Mayor Oh commented, "Seeing the interest and enthusiasm of Vietnamese consumers who visited the experience center today, I was once again reminded of the potential of K-Beauty. We will fully support Seoul-based beauty companies to boldly expand overseas by establishing platforms like 'B the B@DDP,' which has opened its first permanent store in Hanoi, in various locations abroad."

Meanwhile, on the same day, the SBA signed a business agreement with Vincom Retail, Vietnam’s largest distribution company, to support the entry of outstanding Seoul-based companies into Vietnam. Through the agreement, both parties will cooperate in the joint planning and operation of K-Beauty promotion and experience centers, jointly promote marketing programs such as exhibitions and events, and expand cultural exchanges based on beauty and lifestyle content.