Korea is globally renowned for its beauty content. As K-pop and K-drama became more popular, fans of idols and actors started to mimic their favorite artists by trying Korean-style makeup. Along with purchasing Korean cosmetics, visiting a hair salon in Korea to experience Korean hairstyling and makeup is a popular activity among many tourists. Experience the global K-pop idol makeup in trendy Cheongdam-dong, the heart of K-beauty.

Experiencing K-pop idol makeup

As K-pop girl groups, including Blackpink, IVE, and NewJeans, are getting global attention, the interest in Korean idol makeup has also risen. Global fans want to be like their idols and copy their styles. This is why social media videos introducing K-pop idol makeup are very popular.

Cube Valley has been planning and selling programs to experience Korea in diverse ways, including K-pop and K-beauty. Among them, “Cheongdam Valley Beauty Experience” is a program designed to provide Korean hairstyling and makeup in Cheongdam-dong where the most luxury hair salons are gathered in Seoul. Cheongdam-dong is where several hair salons are gathered for idols, actresses, and celebrities.

Trendy K-Beauty at VOID Cheongdam

Cube Valley has contracts with various shops for K-beauty tourism programs, and VOID Cheongdam is the main shop. In general, hair salons open around 10:00, but VOID Cheongdam opens the store according to the customer’s request. The shop often opens at 08:00 for customers who need makeup and hairstyling early in the morning.

Beauty programs generally start with makeup and then hairstyling. Idol makeup focuses on showing one’s beauty point by highlighting natural facial features and avoiding heavy makeup, characterized by a pure and youthful look.
Leave your face to the gentle touches of the makeup artist and you will soon notice that you look like a different person. The clear skin tone and light makeup will make you smile.

K-Beauty, complete with hairstyling

After makeup, it is time to do hairstyling, which will be done by hair designers Yooho and Changheon of VOID Cheongdam. Because they are highly experienced with doing hairstyling of many idols and celebrities, all you need to do is relax. Once you express the style you want, they will upgrade it to make the style fit the best for each customer. As it is a trend-leading place, you can expect to get trendy and fashionable styling.

After hair and makeup, many customers are surprised by their K-style transformation. Most of all, they were greatly satisfied with how beautiful the selfies looked. Some of the reviews say, “It was a good choice to visit Cheongdam-dong early in the morning while giving up oversleeping,” or “I have to take millions of pictures right now.” Don’t forget to also take a picture with Yooho and Changheon under the VOID Cheongdam signboard before leaving the shop.

Interview with CEO Choi Ji-woong of Cube Valley

Q. What made you plan the “Cheongdam Valley Beauty Experience” tour program?
A. I used to work at a travel agency in the United States for a long time, and people’s interest in Korea from North and South America, including the States, significantly increased. Because K-pop is very popular now and lots of people enjoy watching K-dramas, I saw the possibility of K-beauty becoming a large market.

Q. Which marketing method do you use for product marketing?
A. I generally do influencer marketing. In fact, a Thailand actress, who is also an influencer, is planning to visit our place. I think it is the most effective marketing method because influencers understands their culture the most and know what the people want.

Q. Why did you set Cheongdam-dong as the place for the program?
A. There are many beauty salons in the Gangnam Station area, but Cheongdam-dong is the best place for high-end tourists because it is where hair and makeup shops, hospitals, restaurants, cafés, and shopping stores are gathered. After getting hair and makeup done, they can have a photoshoot at a nearby studio. It is the location that tourists can have the highest level of satisfaction with minimal walking distance.

Q. Please briefly introduce the product and the minimum number of participants.
A. The group visitors are usually not suitable for a beauty program, so we progress the program when we get two participants. The basic program includes hairstyling and makeup, which takes 1.5 to 2 hours. If the participants take studio photos, it will take about 4 to 5 hours in total.

Q. What is your upcoming plan or wish?
A. I wish there would be more diversified beauty-related programs. Now, the market mainly targets Asia, but many people from North and South America are also highly interested in Korea. I can assure you that the market will grow larger, and it is necessary to diversify program contents and organizations, including day tours and half-day tours. I want to make programs that provide vivid experiences in Korea through diverse content.

* This column was written in September 2023. Please check the information before the trip, as it is subject to change.