South Korea, spanning just 100,210 km², has transformed into a global cultural powerhouse. From music and fashion to cinema and cosmetics, everything emerging from Seoul carries an irresistible cool factor. While many in the West first encountered Korean culture through K-Beauty, the phenomenon now extends far beyond skincare.

At Istituto Marangoni Paris, this topic was explored: how Korea has become a magnet for contemporary creativity. On stage were three distinguished guests, each offering a unique perspective on Korea's cultural influence.

Maria Plaza, Head of Marketing and E-commerce at MiiN Korean Cosmetics, shared the journey of this Spanish group born in 2014 and now leader in Europe indistributing over 400 skincare, makeup, and lifestyle products selected from more than 40 Korean brands. "Korean beauty standards are exceptionally high, with elaborate routines often involving 10 steps. They love sunscreens in various forms, tailored to climate, skin type, and occasion," she noted. The current must-have? SPF sticks adorned with charms, perfect for on-the-go application.

Transitioning from beauty to fragrance, Martin Jaccard, Head of Fragrance Development for Northeast Asia at Symrise, introduced attendees to the burgeoning world of Korean-made perfumes. "While local brands dominate the domestic market, others like Tamburins and Born to Stand Out are revolutionizing fragrance with artistic packaging, compelling storytelling, and scents designed for a young, adventurous audience," he explained.

Adding a pop culture dimension, Savannah Truong, founder of Kick Café—the first Parisian café entirely dedicated to K-pop culture—discussed her establishment's role as a hub for fans worldwide. "My café has become a gathering spot for fans of all nationalities. We host events, screenings, and collaborations with platforms like Netflix—for instance, the launch of Squid Game," she shared. Savannah has also authored a book pairing colorful drinks with beloved K-pop idols, available at her café.

At the end of the talk, participants had the opportunity to smell two creations and received gift sets from MiiN to experience K-Beauty firsthand.

From high-tech skincare and visionary perfumes to glamorous idols, South Korea is no longer just a trend—it's a creative universe that the world admires. Is Seoul the new capital of youth culture?