사진 확대 Visiting K-Beauty Makeup Class held at the Embassy of the Republic of Korea in Prague on October 23rd and 24th / Photo = Czech Culture Promotion Center
The K-beauty makeup class in Prague, Czech Republic, ended in great success.
The Cultural Information Center of the Embassy of the Republic of Korea in Czech Republic held the Visiting K-Beauty Makeup Class with the AmorePacific Foundation at the multipurpose hall of the Embassy of the Republic of Korea in Prague on October 23 and 24.
The event was part of the “2025 Touring K-Arts” project sponsored by the Ministry of Culture, Sports and Tourism and the Korea International Cultural Exchange Promotion Agency to introduce Korean beauty trends and aesthetics to the Czech Republic.
Applications for the event closed early at the start of the event, and a total of 40 people participated in the program on both days, showing high interest.
Under the theme of “The Spread of Korean Beauty,” this makeup class was conducted as a hands-on program where participants learned Korean skin expression, color technique, and personal color diagnosis.
Instructor Lee Jin-soo, a senior makeup artist at Hera and a judge on Coupang Play’s “Just Makeup,” will demonstrate, and AmorePacific makeup artist Woo Soo-hyun will give auxiliary lectures to add high professionalism.
The 23rd event, which was held in cooperation with the Prague Trade Center (KOTRA Praha), was attended by officials from major Czech cosmetics distributors such as Notino, Teta, and Dr. Max, and beauty experts.
It attracted high interest from local buyers and consumers by displaying major Korean beauty brand products that entered the Czech Republic. On the 24th, a hands-on makeup class was held for the general public, and participants had time to learn Korean skincare routines and makeup know-how.
In addition, K-beauty brands’ entry into retail and consumer awareness are steadily increasing across Europe.
사진 확대 Visiting K-Beauty Makeup Class held at the Embassy of the Republic of Korea in Prague on October 23rd and 24th / Photo = Czech Culture Promotion Center
The size of the European K-beauty market was estimated at about $17.3 billion in 2022, and it is strengthening K-beauty’s global position by predicting that it will continue to grow at an annual average of more than 8% by 2030 (Grand View Research, 2024).
As of the first half of 2025, Korean cosmetics exports increased 14.8% year-on-year, further solidifying their position in the global market.
This trend is also evident in the Czech Republic, and Korean brands are steadily expanding their stores through major distribution networks such as Sephora, Notino, and Rossmann.
“This event was the first step for ‘K-beauty’ to permeate Czech culture,” said Park Hyun-sung, director of the cultural promotion center at the Czech Republic. “It was a time to confirm that K-beauty is expanding beyond simple trends to cultural content.”
The Czech event is part of a tour project conducted through the Americas (Washington, LA), the United Kingdom, and Spain.