Milan’s equivalent of Seoul’s Cheongdam-dong, Corso Como, was blazing at 36 degrees Celsius on the afternoon of July 4th (local time). Yet, despite the scorching heat, a vibrant hub infused with Korean colors, scents, and vibes drew a buzzing crowd right in the heart of this fashion capital.
This hotspot was a pop-up store set up at “10 Corso Como,” a globally renowned multi-brand fashion retailer named after its street address.
K-Beauty & Fashion Pop-Up Lights Up Milan’s Hottest Spot
Organized by the Seoul Metropolitan Government, this “K-Vibe from Seoul” pop-up was a prime opportunity to introduce Seoul’s booming beauty and fashion industries to Europe. The city aimed to directly showcase the refined technology of K-Beauty and the unique originality of K-Fashion to European consumers through this dedicated space.
In this roughly 25-pyeong (approx. 82 square meters) space, over 50 fashion influencers based in Milan flocked together. Among them was Emilia Filoni (25), who pointed to a clean beauty brand named “Dokdo” and mentioned she had seen it on Instagram. “It applies so smoothly, and my skin actually looks different. It felt very light and refreshing,” she raved.
From Rice Wine Perfume to “Refrigerator Cream”: Innovations on Display
The pop-up featured 14 promising small and medium-sized Korean enterprises. Each booth showcased unique individuality, from roller-type creams utilizing Jeju camellia extract to experiential booths where visitors could handcraft rice wine-scented perfumes. There was also “refrigerator cream,” a cooling moisturizer, and street fashion reminiscent of K-POP stage outfits.
Influencers were fascinated by the distinct Korean aesthetic woven into each perfume, cosmetic, bag, and piece of clothing. They particularly praised the products for their “practicality and actual usability.”
The Seoul Metropolitan Government plans to leverage this event not just as a simple exhibition but as a crucial bridgehead for entering the European market. Mayor Oh stated, “K-Beauty and K-Fashion are future industries that combine functionality with trendiness,” adding, “Seoul will become a platform and gateway for these brands.”
K-Beauty’s Growing Presence: Beyond the Pop-Up
While South Korea stands as the world’s third-largest cosmetics exporter, its presence in the European market, despite immense potential, has remained relatively modest.
However, a stroll through Milan’s streets now reveals K-Beauty advertisements frequently, and it’s increasingly common to encounter locals carrying shopping bags emblazoned with clear K-brand logos.
The fragrance of K-Beauty, radiating from the heart of Milan’s streets, wasn’t just about simple products. It was a testament to the power of K-brands, extending their reach to the global stage. The soft whispers of K-Beauty are indeed becoming a gentle breeze across Milan’s iconic fashion landscape.
