▲ Image provided by South Korean beauty giant APR. The firm's beauty brand Medicube will participate as an official sponsor of the Coachella Valley Music and Arts Festival, set to take place from April 10-19, 2026, in California. (PHOTO NOT FOR SALE) (Yonhap)

SEOUL, March 11 (Yonhap) -- South Korean beauty giant APR said Wednesday its beauty brand Medicube will participate as an official sponsor of the Coachella Valley Music and Arts Festival, set to take place from April 10-19 in California.

APR will become the first South Korean beauty company to take part as a sponsor in the skincare and beauty device category.

During the festival, the company will operate a Medicube brand booth showcasing its cosmetics and beauty devices.

Coachella is a globally influential music festival that features top international artists and draws hundreds of thousands of visitors.

APR said it plans to use the event as an opportunity to communicate directly with global consumers and strengthen brand recognition.

An APR official said the company will continue pursuing various global initiatives to enhance the global standing of the Medicube brand.

jwc@yna.co.kr

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