The city of Seoul and the Italian National Fashion Association (Camera Nazionale della Moda Italiana, CNMI) are actively collaborating to facilitate the European market entry of the K-beauty and fashion industries. On the morning of the 4th, Seoul officials visited the CNMI headquarters in Milan to discuss ways to strengthen global partnerships between the two cities.
Following the signing of a business agreement with CNMI in February of last year, Seoul has further solidified its partnership through an agreement to expand cooperation between Seoul Fashion Week and Milan Fashion Week, focusing on the joint use of platforms and exchanges between related fashion institutions.
Mayor Oh Se-hoon proposed the participation of Milan Fashion Week brands in Seoul Fashion Week, exploring ways to elevate the international status of Seoul Fashion Week.
On the same afternoon, a pop-up exhibition titled ‘K-Vibe from Seoul’ was held at the renowned Milan concept store ’10 Corso Como.’ Mayor Oh visited the exhibition site to personally introduce Milanese citizens to the beauty and fashion industries and culture of Seoul. He also discussed overseas expansion strategies with domestic brand representatives.
The event featured participation from 8 beauty brands and 6 fashion brands. These brands shared skincare methods and styling tips with local citizens and conducted experiential events utilizing Korean-style fragrance drinks. Through networking with Milanese influencers, brand promotion via social media was also conducted.
As of 2024, Korea has grown to become the world’s third-largest cosmetics exporter ($10.2 billion), but its market share in Europe remains low. Seoul plans to use the Milan event as a launchpad to enter the European market, pursuing network expansion and marketing enhancement locally.
Seoul is pushing various policies to nurture the beauty and fashion industries as cultural content, such as operating Seoul Beauty Week, Seoul Beauty Hub, supporting participation in overseas fashion weeks, and running the Hi Seoul Showroom.
Last year’s Seoul Beauty Week involved 200 buyers from 39 countries and 207 companies, resulting in 1,049 consultations and contracts worth approximately $39 million (about 53.3 billion won) being concluded. The Seoul Beauty Hub, which opened this year, supports the entire process from design to distribution and export, targeting the overseas entry of 100 companies.
Additionally, Seoul plans to revamp the Dongdaemun area into a multifunctional consumer culture space, aiming to re-establish it as a hub for fashion and beauty. Through content convergence and citizen participation festivals, it seeks to simultaneously boost business activity and strengthen industrial foundations.
As a final event of the day, a ‘Milan Local Business Network Meeting’ was held with representatives from KOTRA and local businesses in attendance. Mayor Oh stated that “Seoul’s competitiveness is national competitiveness,” pledging unwavering support to ensure companies grow on the global stage.