SAN FRANCISCO (Yonhap News) – The global spotlight on K-Beauty is burning bright in the U.S., evidenced by the runaway success of a recent K-Beauty pop-up store near San Francisco, California. The overwhelming popularity has local customers wishing the event could be extended, highlighting the surging demand for Korean skincare and cosmetics.

Showcase Draws Enthusiastic Crowds 

The event, titled 'K-Beauty Showcase@Jagalchi,' has seen a continuous stream of local shoppers since it launched on September 20th in Daly City, south of San Francisco. It is hosted within the Jagalchi Market, a premium Asian market operated by Mega Mart. The showcase is a collaborative effort between the Korea Trade-Investment Promotion Agency (KOTRA) Silicon Valley Trade Center, Nongshim-affiliated Mega Mart, and participating Korean SMEs.

Scheduled to run until October 3rd, the 363-square-foot pop-up features products from 30 Korean small and medium-sized enterprises (SMEs) looking to enter the U.S. market. While many of the brands are not yet widely known, approximately 100 types of basic skincare products—including lotions, creams, and essences—are proving to be a massive hit, driven by the "K-Beauty" brand name itself.

Customer Enthusiasm and High Sales 

A week into the event, customer traffic is increasing rapidly, fueled by social media buzz and word-of-mouth. Sales have been remarkable, with some customers reportedly purchasing up to $1,700 (about 2.4 million KRW) worth of products in a single visit.

The majority of visitors are non-Korean locals who show intense interest, often engaging staff to ask detailed questions about the products. Racquel Reboyedo, who drove 50km from San Jose, shared her excitement: "I knew from friends that Korean products are great. I was so happy to find this beauty event accidentally while visiting the market. I bought eight items today."

The market’s success is partially attributed to its prime location within Jagalchi Market, which opened in April. Furthermore, the number of participating companies has increased by more than 10 compared to past, smaller K-Beauty events held in less central locations like cafes.

Calls for Extension and Expansion 

With the two-week event nearing its end on October 3rd, customers are already expressing disappointment. Many are asking for a wider variety of products and, crucially, an extension of the event period. Mariz Doloros, a San Francisco resident, noted her satisfaction with previous Korean products and called for the event to be prolonged. She also requested more options, such as all-in-one foundation and sunblock products. Reboyedo echoed this sentiment, stating, "It would be great if there was a place where I could buy the products [even after the event] when I finish what I bought."

Buoyed by this year's success, KOTRA plans to expand future events by diversifying the product offerings. Kwon Oh-hyung, director of the KOTRA Silicon Valley Trade Center, stated, "This showcase confirmed the elevated status of K-Beauty in the U.S. In particular, the collaboration model between the government, large corporations, and SMEs carries great significance." The positive reception suggests a strong and growing consumer base for Korean beauty products in the region.