▲ President Lee Jae Myung listens to an official's explanation while touring a K-beauty exhibition booth ahead of the Korea-Brazil Business Roundtable at a hotel in Sao Paulo, Brazil, on July 28, 2026, in local time, in this pool photo. (Yonhap)

SEOUL, July 29 (Yonhap) -- South Korea's small business ministry said Wednesday it has launched "K-Beauty Glow Week in Brazil" in Sao Paulo to support the expansion of Korean beauty products into the local market.

The two-day event, which runs through Tuesday local time, brings together 21 South Korean beauty companies.

The venue features dedicated exhibition booths for each participating brand, allowing visitors to explore and try products. The ministry also invited local influencers to share product features and hands-on experiences through their social media channels.

Local buyers, including Natura, Brazil's largest cosmetics company and the country's leading player in the Latin American beauty market, pharmacy chain Raia Drogasil, which operates thousands of stores in Brazil, and Mercado Libre, Latin America's largest e-commerce platform, attended the event to examine Korean products and discuss ways to expand their distribution in the local market.

The Ministry of SMEs and Startups is also holding an online promotional sales event through the end of August in partnership with Shopee, a major Latin American e-commerce platform, offering discounts of up to 30 percent on some 2,000 popular K-beauty products.

"We will continue to support the growing popularity of K-beauty so that it spreads beyond Brazil to the rest of Latin America," Shim Jae-yoon, director general for global growth policy at the ministry, said.

jwc@yna.co.kr

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