SM Beauty transforms MOA Atrium into ‘Mini Myeongdong’

MANILA, Philippines — Filipino mall giant SM recently kicked-off its biggest and first ever “The Best of K-Beauty” festival by converting Mall of Asia’s (MOA) Atrium into “mini Myeongdong,” or a baby version of South Korea’s famous beauty and skincare shopping area in Seoul, South Korea.

True to its essence as a Korean beauty haven, SM Beauty’s “The Best of K-Beauty” festival was opened with Korean pop-like performances from Cornerstone Entertainment’s new Pinoy pop group AJAA.

“Korean beauty, often referred to as K-beauty, has taken the global beauty industry by storm. It’s more than just skincare and makeup; it’s a philosophy, a lifestyle, and a celebration of self-expression,” SM Beauty Trading and Beauty Senior Category Manager Alyssa Reyes said in her speech at the festival’s opening last September 19.

Envisioned as a destination for all things K-beauty, the festival featured interactive booths and curated special collections from SM Beauty’s Korean brands – from heritage ones like Deoproce, Laneige, Innisfree, Banila Co, AHC and Hada Labo, to relatively new ones like Kaine, Some by Mi, Cosrx, Beauty of Joseon, W.dressroom, Clio, Round Lab, Barenbliss, Peripera, and QuickFX, among others that are also trending on social media.

“What makes K-beauty so special?... It’s a harmonious blend of innovation, tradition and dedication to self-care. Korean beauty products are known for their impeccable quality, innovative formulations, and unique ingredients, all designed to enhance your natural beauty and promote healthy, glowing skin,” Reyes said.

In an interview with Philstar.com, Reyes said among the many Korean beauty products, she recommends sunscreen the most because it is lightweight and is very applicable to the