Daejeon, South Korea – Korea’s first dedicated beauty industry agency officially opened its doors on January 16, marking a significant step in the country’s efforts to bolster its K-beauty sector. The Daejeon Beauty Industry Promotion Agency, located within the Daejeon Techno Park, aims to serve as a central hub for the growth and global expansion of the industry.
The opening ceremony drew approximately 100 attendees, including Daejeon Mayor Lee Jang-woo, members of the city council and experts from the beauty industry, according to a press release. Mayor Lee expressed his expectation that the agency will become a “comprehensive control tower for the regional beauty industry ecosystem,” signaling the city’s commitment to developing the sector.
The establishment of the agency follows a three-and-a-half-year planning process that began with a feasibility review in July 2022. During this period, Daejeon city officials finalized the legal framework, secured city council approval for a private consignment arrangement, and selected a trustee organization to manage the agency’s operations.
This year, the agency will initially concentrate on supporting the hair and beauty service industry, utilizing expert consultations and direct input from the field. Plans are in place to progressively broaden its scope to encompass the wider beauty industry, fostering a cycle of domestic growth and international market penetration.
On January 26, 2026, the Daejeon Sarang Citizens’ Association, led by President Nam Jaedong, and the International K-Beauty Promotion Association, headed by CEO Han Seunghee, formalized a business agreement to jointly promote the K-Beauty and broader beauty industry. The agreement, signed at Daejeon City Hall, outlines collaborative efforts to advance Daejeon’s beauty sector and support beauty professionals and small business owners. Nam Jaedong stated his hope that Daejeon will become a “mecca for the beauty industry” through the partnership.
The agency is currently operating within the Daejeon Techno Park, but is slated to relocate to a new, purpose-built headquarters in Doma-dong in the second half of 2027. The new facility will encompass 2,231 square meters of floor space and represents a project investment of 14.4 billion won (approximately $10.6 million).
The International K-Beauty Promotion Association, a key partner in the agency’s development, has been instrumental in establishing the Daejeon Beauty Industry Promotion Center, according to CEO Han Seunghee. The agency is currently seeking public relations ambassadors to further its outreach efforts, as announced by Director Daewon Jang.
