On Saturday, October 3 and Sunday, October 4, 2026, the main atrium of KOREA 360 at Dubai Festival City Mall in the UAE came alive with the charm of K-beauty.
Held alongside K-Fest, the event was organized together with the Korea Cosmetics Industry Institute (KCII), KOREA 360, and the Korea Creative Content Agency (KOCCA).
Shukran Korea led the event from planning through on-site operation as the K360 project operator.
Each day was packed with two programs. The educational ‘K-Skin Lab Master Class’ ran from 2:00 PM to 4:00 PM, followed by the demonstration-style ‘K-Beauty Makeup Show’ from 6:00 PM to 8:00 PM.
After the makeup show in July, this edition brought the two formats together so visitors could explore K-beauty in one place, from skincare through makeup.
As evening arrived, all eyes in the main atrium turned to the stage and the large screen.
Makeup artist Kim Eunju, CEO of Vivienne Makeup and adjunct professor at Jeonghwa Arts University, took the stage with a professional demonstration themed ‘Korean Smoky Makeup’.
The live demonstration was a personal makeup session with a volunteer model from the audience.
Kim Eunju carefully explained how to adjust shading depth on each part of the eye, one technique at a time, while the main screen vividly showed product close-ups and a real-time Before/After view.
With every pass of the brush, the change around the eyes appeared on screen, so even visitors far from the stage could follow how layers of color and shadow built up.
Experiencing the latest K-beauty trends up close drew an enthusiastic response from many visitors.
Free gift vouchers were handed out at the venue, and visitors who followed the official social media accounts and took part in a survey also received a thank-you gift.
In the afternoon, the atrium had a calmer, more hands-on feel than the stage show.
In the master class led by Kim Eunju, participants gathered around tables to learn about the key ingredients in brands sold at K360 and worked through the five-step skincare layering order step by step.
Testers on each table let them compare texture, scent, and absorbency for themselves, which made the experience even more fun.
One-on-one skin consultations followed.
Participants shared their skin concerns and received tailored guidance, and each of them received a premium gift box of five full-size products matched to their concerns, put together on site.
After the program, participants were naturally guided to the KOREA 360 K-Beauty Zone, where they could look at products up close and purchase them if they wished.
Pre-registration was targeted at 50 people (25 influencers and 25 general guests), and 52 attended, exceeding the target and confirming strong interest.
It was two days of drawing attention through a professional makeup demonstration and deepening understanding through education.
Many visitors responded warmly to the latest K-beauty trends, and the event helped raise awareness of and interest in the brands that took part through this project.
As the K360 project operator, Shukran Korea took charge of this event from the planning stage through on-site operation.
Shukran Korea also helps Korean brands move a step closer to Middle East markets with certification support, logistics, marketing, and VAT registration and filing services.
Shukran Korea will keep creating occasions for Korean brands to meet Middle East consumers in person.
For inquiries about entering Middle East markets, please contact Shukran Korea.
This article is based on the October 2026 event report. Details on certification, logistics, and VAT may vary by individual product and business, and confirmation with a qualified professional is recommended before proceeding.
