First Lady Kim Hea Kyung Promotes K-beauty in Shanghai with 'One Mask a Day' Strategy
First Lady Kim Hea Kyung promoted Korean cosmetics at the K-Beauty GLOW WEEK in Shanghai on Jan. 7, 2026, sharing her personal 'one mask a day' routine with influencers.
Politics may be complex, but beauty remains a universal language. On Jan. 7, 2026, First Lady Kim Hea Kyung took center stage in Shanghai to champion South Korea's cosmetic exports, blending personal charm with economic diplomacy.
First Lady Kim Hea Kyung Shanghai K-Beauty Promotion
Accompanying President Lee Jae Myung on his state visit to China, the First Lady attended the K-Beauty GLOW WEEK at the Fosun Foundation Art Center. According to Cheong Wa Dae, her visit aimed to bolster ties between the two nations through the medium of culture and support South Korean firms' expansion into the competitive Chinese market.
Connecting with Chinese Influencers
Kim didn't just tour pop-up stores; she actively engaged with Chinese influencers during their livestreamed sessions. When asked about the secret behind the global success of Korean cosmetics, she noted their quick adaptation to consumer demand and wide variety. She personally recommended sheet masks as a cost-effective choice, revealing that she and the president maintain a “one-mask-a-day” skincare routine every evening.
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