Seoul is strengthening its global presence in the K-beauty and fashion industries by establishing Milan, Italy, as a key foothold for entry into the European market.
Following a visit to Vienna, Seoul Mayor Oh Se-hoon traveled to Milan on July 4 to meet with the National Chamber for Italian Fashion (CNMI), the organization behind Milan Fashion Week.
During the meeting, Mayor Oh proposed expanded cooperation between Seoul Fashion Week and Milan Fashion Week, including the possibility of Milan-based brands participating in Seoul’s events. The two sides discussed broader exchange in fashion-related sectors, including material sourcing, design, and marketing.
The visit coincided with the launch of a Seoul-themed pop-up exhibit, K-Vibe from Seoul, at the Milan flagship concept store 10 Corso Como.
The showcase featured Korean beauty and fashion brands and included interactive experiences like skincare tutorials, Korean fragrance displays, and dalgona candy events inspired by Squid Game.
Local influencers also engaged with brands and shared their experiences on social media.
This initiative builds on a 2023 agreement between Seoul and CNMI aimed at enhancing cross-border collaboration in fashion and beauty.
The effort is part of Seoul’s broader strategy to upgrade K-beauty and K-fashion from consumer products to globally recognized cultural content, alongside the popularity of K-pop and Korean drama.
While Korea ranks third globally in cosmetics exports, Europe remains outside the top ten destination markets, highlighting its untapped potential. The Milan showcase marks a step toward expanding into the European sector more aggressively.
Seoul also continues to support its beauty and fashion industries through events like Seoul Beauty Week and Seoul Fashion Week, providing platforms for international buyer engagement and brand promotion.
The city recently opened the Seoul Beauty Hub to offer integrated support in design, distribution, and exports.
In the long term, Seoul plans to revitalize the Dongdaemun area as a central hub for fashion, beauty, and K-culture convergence.
In a concluding roundtable with Korean businesses in Milan, Mayor Oh emphasized continued support for global expansion efforts, stating that Seoul’s competitiveness directly contributes to the success of Korean companies abroad.
