Coupang announced Monday that it participated in the "2026 Busan One Asia Festival (BOF)," Asia's largest global Korean Wave complex cultural festival.
Coupang operated a "Mega Beauty Show" promotional booth at the BOF, held at the Busan Asiad Main Stadium from June 27 to 28. The booth offered visitors a chance to preview popular products from 18 major K-beauty brands. An estimated 12,000 customers visited the Coupang booth over the two days.
In particular, Coupang's Mega Beauty Show promotional booth was created in collaboration with Leferi, a company specializing in beauty creator development and influencer marketing. These influencers plan to continue the collaboration by producing teaser content to promote the upcoming Mega Beauty Show. During the Mega Beauty Show in mid-July, Coupang also plans to showcase collaborative content with creators including Holy, Kim Seup-seup, Chaeso, and Bambi Girl.
Coupang will hold the Mega Beauty Show from July 13 to August 3. About 50 brands, including K-beauty labels, will participate.
"At the 'Mega Beauty Show' starting July 13, record-breaking benefits from about 50 brands await, including one-plus-one deals, instant discounts, and free gifts, so we hope for much interest," a Coupang official said.
