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                    "The Koreas\u00a0|\u00a0Diplomacy\u00a0|\u00a0East Asia                \n                \n\t\t\t\tAs strange as it sounds, the Korean beauty industry is playing an increasingly important role in Seoul\u2019s foreign policy calculus.\u00a0\n\n\n            K-Beauty products on display at a store in Almaty, Kazakhstan.\nCredit: Shutterstock\nDuring a state visit to Brazil in late July 2026, South Korean President Lee Jae-myung called for a deeper partnership between Brazil and South Korea built on the following three pillars: commercial aircraft, critical minerals, and K-Beauty. While the first two are familiar agenda items across modern strategic partnerships, the third is decidedly not. Cosmetics rarely share space with jet manufacturing and rare earths, and their place on Lee\u2019s diplomatic agenda reveals a lot about the Korean beauty industry\u2019s growing role in Seoul\u2019s foreign policy calculus.\u00a0\nLee\u2019s comment came at a\u00a0Korea-Brazil business roundtable in S\u00e3o Paulo on July 28, where alongside delegations from companies like Samsung and HD Hyundai, the CEOs of K-Beauty titans AmorePacific Holdings, APR, Goodai Global, and Silicon2\u00a0joined the trade delegation. Meanwhile, a separate two-day\u00a0showcase titled \u201cK-Beauty Glow Big in Brazil\u201d ran alongside the summit to put beauty brands like Beauty of Joseon, d\u2019Alba, Isntree, and Mixsoon before Brazilian retail buyers.\u00a0\nAlongside the presidential roundtable, a second official channel was unfolding over the same period. On July 27, First Vice Minister Roh Yong-seok of the Ministry of SMEs and Startups\u00a0met Brazil\u2019s cosmetics association ABIHPEC and the e-commerce giant Mercado Libre, where they\u00a0agreed to pursue joint research and marketing that pairs Amazon\u2019s natural ingredients with South Korean cosmetic technology. According to Roh, such a partnership could pave the way for cosmetics becoming \u201cthe world\u2019s number one export item,\u201d provided the industry keeps strengthening and diversifying its markets.\nFor all of this forward-looking ambition, K-Beauty\u2019s entanglement with geopolitics is nothing new. When Seoul agreed in July 2016 to\u00a0deploy the U.S. Terminal High Altitude Area Defense (THAAD) system in order to counter North Korean missile threats, China\u00a0retaliated by restricting tourism and\u00a0banning imports of 19 Korean cosmetics, which dampened what had been K-Beauty\u2019s dominant market. The industry has spent the years since deliberately reducing its China exposure, and AmorePacific, the country\u2019s largest cosmetics company, has publicly committed to\u00a0rebalancing its China-heavy portfolio toward the West. Brazil is the clearest measure of how far this diversification now reaches. It is Latin America\u2019s\u00a0largest consumer market and the world\u2019s\u00a0third-largest beauty market after the United States and China, but historically it had drawn little Korean investment, mostly due to\u00a0distance.\nThe recent increase in attention could be explained by trade statistics. Korea\u2019s cosmetics exports to Brazil jumped more than\u00a0tenfold in five years, from $5.17 million in 2020 to $54.36 million in 2025, according to Korea Customs Service data. Meanwhile, in the first half of 2026, cosmetics exports to Latin America by Korean small and mid-sized companies rose 131.9 percent while exports to Brazil alone\u00a0surged 237.4 percent, making it the standout market even within a booming region. As one Silicon2 official noted, exports to the region \u201chave just crossed $200 million, and the market is growing fast.\u201d\nDeveloping this opportunity has not been left solely to the K-Beauty companies, as the South Korean state has built a track for growth that predates Lee\u2019s July visit. During a February 2026 summit between Lee and Brazilian President \u2060Luiz In\u00e1cio Lula da Silva, Korea\u2019s Ministry of Food and Drug Safety and Brazil\u2019s health regulator ANVISA\u00a0signed a revised memorandum of understanding extending their regulatory cooperation to cosmetics for the first time, covering areas like e-labeling that determine how easily Korean products clear the border. That same visit also carried a lighter kind of diplomacy, when Lula, who has publicly\u00a0credited Korean cosmetics for his own good looks, went home from Seoul with skincare from LG H&H and AmorePacific. Meanwhile, Lee used the occasion to\u00a0promise Brazilian consumers that K-Beauty \u201cwill become even more accessible.\u201d\nK-Beauty has long been filed under soft power, a pleasant byproduct of the same Korean wave that carried K-pop and K-dramas abroad. However, it has since become a serious economic engine in its own right. Cosmetics generated a trade surplus of more than $10 billion in 2025, or roughly 12.9 percent of South Korea\u2019s entire $78 billion surplus. The Brazil visit further demonstrates how the industry\u2019s soft power is transforming into a commercial asset that the government now negotiates for and regulates around. K-Beauty has become an arena where the two forms of power feed into each other, where cultural influence built a demand that diplomacy is now converting into strategic and economic opportunities.\u00a0\nFor the moment, however, the result of these dialogues resemble a buildup of momentum rather than any signed cosmetic deals. Lee and Lula\u00a0agreed to push for a restart of stalled Korea-Mercosur trade talks with an eye on the December Mercosur summit, and Lula reportedly\u00a0stated that the two countries \u201cmust double bilateral trade within two years.\u201d Meanwhile, Seoul\u2019s presidential policy chief, Kim Yong-beom,\u00a0singled out cosmetics as an area where he expects substantial progress. None of this amounts to a treaty, but the overall direction is unmistakable.\u00a0\nBrazil is emblematic of what makes K-Beauty such a useful diplomatic instrument. The industry has proven adaptable, pivoting from a China dependency to U.S. and now Latin American markets in under a decade. It travels across very different consumer cultures, and its appeal has proven to have real staying power rather than fading with a single trend cycle. If the K-Beauty diplomatic experiment works anywhere, Brazil is where it will be proven, and Latin America is where the next chapter of Korean soft-power exports is most likely to be written.\nThis article was originally published on New Perspectives on Asia from the Center for Strategic and International Studies and is reprinted with permission."
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