K-Brands Target European Market with Rome Promotion Event

South Korea's Ministry of SMEs and Startups held the 'K-Beauty GLOW WEEK in Rome' in Italy from November 12 to 13 to support European market entry for K-brand consumer goods. Ten small and medium-sized brands from beauty, fashion, and lifestyle sectors participated, showcasing products and offering on-site experiences. The event attracted major European buyers, including Italy's largest distribution company OVS, and featured local influencers promoting products on social media.