[Sponsored Report] Osong puts final touches on its cosmetic extravaganza

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[Sponsored Report] Osong puts final touches on its cosmetic extravaganza


The Cosmetics & Beauty Expo, Osong Korea 2013 will take place from May 3 to 26. From top: a promotional event for the expo held at Gwanghwamun Square in Seoul on March 14.

The organizing committee for the Cosmetics & Beauty Expo, Osong Korea 2013, is finishing preparations for expo events and venue construction before 300 domestic and foreign companies, 2,000 buyers, and one million visitors flood the event from May 3 to 26.

The expo is co-organized by the Korea Food and Drug Administration, Cheongju, Cheongwon County and North Chungcheong. The organizations received government support for the first time to the cosmetics and beauty exhibition. In particular, the provincial government has an ambitious strategy to grow Osong into a hub of cosmetics R&D and distribution as well as education for the beauty service industry.

Officials also plan to introduce many domestic cosmetic brands, which have so far been unable to compete with global companies. If it succeeds, the city will be able to play a pivotal role as an outpost of K-Beauty, a unique cultural trend of Korean cosmetics and beauty.

Expo events showcase everything from the origin of K-Beauty to modern cosmetics fused with cutting-edge science and technology such as BT, IT and NT.

Organizers aim to satisfy visitors’ five senses in five zones: the welcoming, themed, industry, experience and communication areas.


From left: skin testing booths at the Beauty Experience Pavilion; a figurine wearing a traditional costume at the World Dolls Pavilion

Welcoming Area

Just after passing through the entrance, visitors can find five pine trees and the “Osong five brothers and sisters,” who are the expo’s official characters. If unsure which way to go first, ask at the information desks ready to answer questions at many locations across the convention.

Themed Area

World Beauty Pavilion: Visitors can find the value of beauty expressed in different ways depending on time and geographical location. This place shows the history of cosmetics through high-profile figures from the Eastern and Western worlds. It provides three-dimensional images of secret makeup techniques used by Hwang Jin-i, Shin Saimdang and Queen Inhyeon, all known as beautiful women during the Joseon Dynasty. Through Korean cosmetics’ 100-year history, visitors will be able to find the excellence of K-Beauty following the Korean Wave and K-pop.

Beauty Innovation Pavilion: This place introduces cutting-edge bio and science technology that prevents aging and keeps skin young. In particular, visitors can see the future vision of the cosmetics and beauty industry offered by Osong.

It involves a fusion of advanced technology in the bio and medical fields as well as neighboring Ochang’s nano and information technology. There will also be opportunities for visitors to check the condition of their own skin.

Industry Area

Cosmetic Industry Pavilion: Cosmetic companies from home and abroad exhibit their new products here. This is an industrial hall where B2B transactions can be made. About 2,000 domestic and foreign buyers are expected to participate.

Beauty Market: Here are brand shops selling foreign and domestic cosmetic products and beauty supplies. You can try the products for comparison and purchase them at a discounted price.

Competition: About 10,000 professionals and students come together to compete in the areas of hair, makeup, nail art and skin care. Visitors can enjoy beauty shows where Korean and foreign experts show off their skills.

Academic Conference: Five international conferences including ISO/TC 217 Working Group Conference and nine local conferences are scheduled during the expo period. The academic conferences, with more than 300 experts in cosmetics from 20 countries, will boost the expo’s international status.

Experience Area

Healing Therapy Pavilion: The main cause of rough skin, wrinkles and blemishes is stress. Here, visitors can heal themselves with phytoncide from pine trees, music, massage, and light and water therapies.

Beauty Experience Pavilion: A total of 13 booths provide opportunities to try out color makeup, nail art, tattoos and hair styling. Visitors can consult professionals about their skin, scalp and hair issues. There is an area for children to have their own beauty experiences and explore their interests in becoming cosmetics developers, makeup artists, hair designers and the like.

Korea Culture Pavilion: This place introduces the beauty of Korea developed over 5,000 years. Visitors can learn about the underlying power of Korea, which has grown into a nation of K-pop, K-Beauty and advanced IT via its unique way of living.

World Dolls Pavilion: Here, visitors can see about 600 figurines wearing traditional costumes from 90 nations to showcase each culture’s unique beauty.

Communication Area

Outside the expo is a large flower garden, and inside, there is a British garden. Other sites include one main restaurant, two cafeterias, snack bars and beverage stands.

Visitors can have lunch under the canopies, and in the main stage hall, they can enjoy themed performances as well as opening and closing ceremonies.
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