Eager to boost the global presence of hallyu (the Korean wave), the Osong Cosmetics & Beauty Expo 2013 will step up efforts to create a new trend through the forthcoming beauty fair, according to the event's organizing committee, Wednesday.
Toward that end, the organizer is seeking to extend links to hallyu by setting up five specialized zones in the Korea Fever Culture Pavilion ― the Beauty of Korean Culture, Soul of Korean Culture, Celebrities of Korean Culture, Dynamic Korea and K-World– on 293,000 square meters.
The zones will feature various artifacts showing the traditional beauty of Korea alongside video clips about the unique Korean culture and spirit, for instance, affection, harmony and patience.
The organizing committee said visitors will have opportunities to learn about how the country has emerged as a strong nation in the information and technology sector just six decades after it was devastated by the 1950-53 Korean War.
The exhibitions will allow visitors to understand the background of the nation's humble beauty culture from a modern perspective.
The 24-day event will run through May 26 under the motto "Beautiful Life & Healthy Bio" in Osong, North Chungcheong Province in the central part of the country.
More than 300 companies from home and abroad are scheduled to participate in the expo, which si seeking to attract over 1 million visitors from around the world.
Major domestic cosmetics brands AmorePacific Corp. and LG Household & Healthcare, will be present, leading the so-called K-beauty boom.
The festival will offer a wide range of exhibition content, various programs and diverse cultural exchanges for the creation of new cosmetics and trends in beauty.