In the enchanting setting of the St. Regis Grand Hotel in Rome, a symbol of more than 130 years of hospitality and refinement, the first European edition of K-BRAND GLOW WEEK took place on June 12 and 13, 2026. Beneath majestic ceilings flooded with natural light, surrounded by precious handcrafted glassworks, works of art, and collectible details, the renowned Roman hotel provided the perfect backdrop to welcome the excellence of Korean lifestyle. Following the success of its Asian editions held in Shanghai and Vietnam, K-BRAND GLOW WEEK chose Italy as its first European destination, transforming Rome into a privileged meeting point between South Korea and Europe. Dedicated to the finest Korean beauty, fashion, and lifestyle brands, the event represented much more than a simple trade exhibition: it became an authentic cultural bridge built through innovation, creativity, design, and business opportunities.
For many years, South Korea has captivated the world through emotions.
First came the irresistible melodies of K-pop, followed by the powerful stories of K-dramas capable of making millions of viewers fall in love, and finally Korean cinema, which transformed narratives deeply rooted in local culture into universal works celebrated at the most prestigious international film festivals.
Today, however, Hallyu, the famous Korean Wave, is experiencing a new evolution.
It no longer enters people’s homes only through a screen. It sits at the table, inhabits living spaces, influences daily habits, and even shapes the way people choose to take care of themselves. This was precisely the message that emerged strongly during K-BRAND GLOW WEEK in Rome, an event that demonstrated how South Korea is transforming its cultural success into one of the most sophisticated contemporary lifestyle strategies.
Behind the stands, products, and business meetings, there was something deeper: a desire to tell the story of an entire cultural universe.
The Protagonists of K-BRAND GLOW WEEK
Representing the excellence of Korean lifestyle were some of the most interesting and innovative brands in today’s market, companies that in recent years have successfully won over consumers and international markets through quality, research, and a strong aesthetic identity. In the Beauty sector, beloved K-Beauty names such as Beauty of Joseon, ELROEL, Ofbase, mixsoon, Bienox, P.CALM, and Orjena were present, brands that embody the many faces of Korean cosmetics, from the traditional inspiration of Hanbang to the most innovative formulations.
For Fashion, Rolarola showcased its youthful, creative, and contemporary style. Not simply cosmetics, but a philosophy. Not merely consumer goods, but a lifestyle. A new idea of well-being, harmony, and everyday beauty.
For years, millions of viewers watched K-drama actors apply face masks, sip tea in elegant cafés, live in beautifully designed apartments, and use products still unknown to Western audiences.
That curiosity slowly transformed into desire.
In Korea, competition among brands is intense and constant. Every year brings new formulations, innovative ingredients, and different approaches to skincare, making the Korean market one of the most dynamic in the world.
But Korea does not want to stop at skincare or aesthetics alone.
During K-BRAND GLOW WEEK, Amor-K had the pleasure of meeting CEOs, entrepreneurs, and organizers who welcomed us warmly and generously, sharing not only information about their products but also the philosophies and values that inspire them. This warm hospitality made every interview a valuable opportunity to understand how Korea is exporting not simply consumer goods, but an authentic way of life.
Among those who helped explain the deeper meaning of K-BRAND GLOW WEEK was Bada Kim, one of the figures involved in organizing the event. With enthusiasm and passion, she guided us through understanding a phenomenon that today goes far beyond the commercial success of Korean cosmetics. “I think the interest in our culture is also due to the dramas broadcast on television and the films that have become popular. Many Europeans are interested in the products and clothing used by Korean celebrities. Now this interest is expanding to consumer goods and travel in Korea.” Speaking about K-Beauty, Bada Kim emphasized that one of the industry’s greatest strengths is its continuous ability to innovate. “In Korea there is strong competition both in ingredients and products. Today brands are extremely diverse and can respond to the needs of different consumer groups.”
It is precisely this extraordinary variety, combined with the ability to anticipate market trends and consumer needs, that has transformed South Korea into one of the most innovative and influential laboratories in the global cosmetics industry.
“Our strength comes from natural ingredients and tradition,” explains entrepreneur James Bum. “We try to develop products that respect the skin and minimize the use of chemicals.” An approach that combines heritage and innovation, making the Korean model particularly appealing to European consumers. At the heart of K-Beauty, an ancient tradition still thrives. Many brands draw inspiration from Hanbang, traditional Korean medicine, which has used herbs, roots, and natural ingredients for centuries to promote well-being. For James Bum, the real challenge for Korean brands in Europe is not simply selling a product but guiding consumers toward discovering a new philosophy of wellness.
“The goal is not to convince people through what others say, but to invite them to directly experience Korean products.” According to Bum, Korea’s growing popularity worldwide is an opportunity to tell a much broader cultural story than what often reaches audiences through screens. “Many people know Korea through K-dramas, cinema, or K-pop, but Hallyu is much more. It is food, tradition, wellness, beauty, and lifestyle.” And this is precisely where K-Beauty comes into play—not as a simple cosmetic routine, but as the expression of a different way of thinking and caring for oneself. “Korean skincare is not only about the skin,” concludes Bum. “It is a philosophy that teaches the importance of consistency, balance, and attention to daily well-being.” A vision that perfectly reflects the essence of contemporary Korean culture, where innovation and tradition continue to coexist in harmony.
But Korea’s journey toward Europe does not pass only through cosmetics. More and more companies are exporting their own vision of domestic design, where functionality and aesthetics coexist in perfect balance.
Wonjoong Sung, CEO of Living Creator, explains that he was inspired by younger generations who prepare meals at home and bring them along throughout the day. From this simple observation came intelligent containers designed to safely preserve food and heat it directly in the microwave. But what truly makes the project unique is another insight. “Most of these products are white, beige, or ivory,” Sung explains. “I wanted color to become a way for people to express their personality.” A vision that perfectly reflects the aesthetic sensibility of contemporary Korea, capable of transforming even the simplest objects into tools of personal expression. When asked whether his products had also been used on television sets, Sung smiled and shared an interesting anecdote. In a scene from the popular K-drama Our Unwritten Seoul, when the protagonist opens the refrigerator, several Living Creator products are clearly visible. A detail that perfectly illustrates how Korean design can be functional, visually appealing, and deeply integrated into the visual storytelling of K-dramas. When Sung thinks about Italy, he immediately thinks of fashion, creativity, and the ability to transform functionality into beauty. Perhaps this is where Korea and Italy truly meet: both understand that an object is not only meant to serve a function—it tells a story, expresses a style, and becomes part of the identity of the person who uses it.
“Korea exports K-Beauty, but also K-Lifestyle,” explains Jiae Yang, Director of the Korea SMEs and Startups Agency in France. A definition that perfectly describes the evolution currently taking place. What fascinates international audiences today is not simply a cream or a serum, but the idea of harmony those products represent. A search for balance deeply rooted in Korean culture, reflected in home care, food, design, daily rhythms, and the relationship with well-being. If the first phase of Hallyu conquered the world through music, cinema, and television series, the second seems destined to enter even more deeply into people’s lives. Jiae Yang explains that Europe is still a relatively new market for many Korean companies and that, for this reason, understanding local habits, culture, and specific needs is essential. “It is not enough to export a product,” she emphasizes. “It is necessary to understand how to present it, explain it, and teach its use to consumers whose traditions and routines are different from ours.” According to Yang, the challenge is not simply bringing K-Beauty or K-Lifestyle to Europe, but creating a cultural dialogue capable of accompanying people toward discovering new gestures, new habits, and a different concept of everyday well-being.
In this increasingly close dialogue between Korea and Europe, the work of Mario Mignacca, CEO of Marbò Group, stands out. Over the years, Marbò Group has played a significant role in introducing Korean skincare to the European market. More than a simple distributor, Marbò Group now represents an authentic cultural and commercial bridge between Korea, Italy, and Europe, fostering connections between Korean innovation and an audience increasingly attentive to quality, effectiveness, and the philosophy behind K-Beauty. Thanks to Mario Mignacca’s entrepreneurial vision, numerous Korean brands have had the opportunity to enter the European market through a path built on careful product selection, deep knowledge of consumer needs, and a commitment to creating lasting dialogue between different cultures. At a time when South Korea is conquering the world not only through K-pop and K-dramas but also through its concept of wellness and self-care, the work carried out by Marbò Group takes on particular importance. The company helps introduce a cosmetic philosophy that combines scientific innovation, advanced research, and natural ingredients, making one of the most representative excellences of contemporary Korea accessible to European consumers.
Mario Mignacca’s presence at K-BRAND GLOW WEEK perfectly embodies this mission: building connections, creating opportunities, and strengthening the increasingly solid bridge that today links South Korea with Italy and Europe through beauty, culture, and innovation.
For this reason, behind every Korean product there is not only innovation but also a desire to tell a story through a face cream, a tea cup, a colorful container, a tastefully furnished home, or a journey to discover Seoul.
After experiencing this event firsthand, one feeling emerges clearly: South Korea no longer exports only products—it exports atmospheres, aspirations, and an imagination built on harmony, care, and everyday beauty.
And perhaps this is its most powerful form of soft power: the ability to transform a seemingly distant culture into something people suddenly feel is close, familiar, and surprisingly part of their own lives.
BADA KIM, Founder of Minipoz, an innovative South Korean company specializing in the creation of immersive events, showcases, and pop-up experiences dedicated to promoting K-Beauty, K-Fashion, and the latest Korean lifestyle trends across European and international markets.
James Bum, CEO and Founder of JB International, the company that serves as the Italian logistics and operational partner of RAUM K-Beauty, a well-known e-commerce platform specializing in the distribution of Korean skincare products.
Wonjoong Sung, CEO and Founder of Living Creator, a Korean lifestyle and home design brand known for its colorful, creative, and functional accessories that creatively reinterpret everyday objects.
Jae Yang direttrice della Korea SMEs and Startups Agency in Francia
Mario Mignacca of Marbò Group and James Bum.
