K-Beauty Glow Up: A feast of culture, cosmetics, and connection

Melody Samaniego - The Philippine Star

Last Friday, April 25, beauty enthusiasts gathered at SM Aura in Bonifacio Global City for a celebration that went beyond skincare and cosmetics.
“K-Beauty Glow Up!,” organized by the Korea Tourism Organization and the Korean Cultural Center in the Philippines, officially opened with much excitement, offering visitors a curated experience of Korea’s thriving beauty industry.

From the moment I stepped into the venue, I was struck by how neat, vibrant, and inviting the atmosphere felt. The Korean vibe was unmistakable: famed brands like Amore Pacific, Misé-en-Scene, Laneige, the Bom, and Jenny House brought not just products, but an entire lifestyle. Eager attendees lined up for real-time hair styling and personal skin color analysis, many hoping to capture the looks of their favorite K-pop and K-drama idols. It was a scene filled with color, creativity, and a shared passion for beauty that transcends borders.

At its core, K-beauty — short for Korean beauty — represents much more than aesthetics. South Korea’s beauty industry has become a global leader, renowned for innovative skincare, sophisticated makeup, and sleek, thoughtfully designed packaging. What sets K-beauty apart is its holistic approach: a deep focus on skincare health, natural radiance, and enhancing one’s features rather than masking them.

Today, K-beauty continues to grow exponentially, becoming one of South Korea's major exports and influencing beauty standards worldwide.

The opening ceremonies mirrored this spirit of connection. South Korean Ambassador to the Philippines Lee Sang Hwa and Philippine Tourism Secretary Christina Garcia Frasco took the stage, offering heartfelt messages of mutual respect and collaboration. Ambassador Lee captured the essence of the event when he said, “We are here today not just to celebrate cosmetics and skincare; it’s something much deeper. I’m talking about the vibrant tourism and cultural connection between Korea and the Philippines.”

He emphasized the undeniable Filipino affection for Korean culture —be it through K-dramas, K-pop, Korean cuisine, or now, K-beauty. Filipinos, he noted, rank among the top Asian visitors to South Korea, while Koreans continue to explore the beauty of the Philippine islands. These shared passions have strengthened the ties between the two nations, with the beauty industry emerging as a dynamic bridge for tourism and cultural exchange. 

Adding to the excitement is the presence of the Korea Tourism Organization’s honorary tourism ambassador: the sweet and ever-gracious actress Kyline Alcantara. She charmed the crowd by sharing her personal beauty and travel experiences in Korea, inspiring attendees to dream of their own Korean adventures. Her appointment highlights the growing synergy between beauty, tourism, and cultural exploration.

Also marking a significant presence at the event was KOTRA (Korea Trade-Investment Promotion Agency), South Korea’s national organization for trade and investment development. Established in 1962, KOTRA has long supported South Korea’s economic growth by promoting international trade, fostering partnerships, and assisting companies worldwide. True to its mission, KOTRA introduced seven new Korean beauty brands eager to enter the Philippine market, providing a fresh wave of options for local beauty enthusiasts and underlining the rising demand for authentic K-beauty experiences in the country.

Surveys now reveal that K-beauty itself is becoming a motivator for travel. By bringing this curated experience to Manila, Korean tourism officials hope to spark even greater interest, encouraging Filipinos to explore K-beauty more deeply and even visit Korea. In fact, a major K-Beauty Summit is scheduled to take place in Seoul from June to July this year—an invitation, in essence, to experience the heart of K-beauty firsthand.

As I left the event, it was clear to me that “K-Beauty Glow Up!” was about more than glowing skin or perfect hair makeover. It was about celebrating the enduring bond between two countries—through beauty, through culture, and through a shared appreciation for life's finer things.