[Edaily Reporter Han Jeon-jin ] On the 26th, a long line of visitors waiting to enter stretched all the way outside the venue in front of Hall 1 at BEXCO in Busan. On that day alone, approximately 20,000 people flocked to the site, resulting in wait times exceeding four hours. This refers to the “K-Heritage House,” the official exhibition hall of the host country organized to commemorate the 48th UNESCO World Heritage Committee session. As this side event of the international conference has seen unprecedented popularity, it appears to be establishing itself as a new platform for promoting domestic brands to the world, going beyond cultural diplomacy.

◇Surge of Visitors… Companies Take Note of the Impact of International Events

According to the National Heritage Agency on the 28th, the cumulative number of visitors to the Korea Pavilion, which opened on the 20th, stood at 106,820 as of the previous day. Visitor numbers, which stood at 7,391 on the first day of opening, have steadily increased, with approximately 40,000 people visiting over the two-day weekend alone.

As visitors flocked to the pavilion, consumer spending followed suit. Cumulative sales at the “K-Heritage Store,” which sells merchandise featuring World Heritage sites, reached 216.73 million won as of the 27th. The highest single-day sales were recorded on the 25th at 37 million won. Merchandise such as spring magnets featuring 17 World Heritage sites and assemble-it-yourself wooden postcards proved particularly popular.

This is precisely why retail and consumer goods companies put so much effort into this event. The number of registered participants for the plenary session alone—3,111 people from 162 countries—is the largest in the history of the World Heritage Committee. With delegations from various countries, international visitors, and domestic attendees all gathering in one place, the event is expected to provide brand exposure on par with that of international trade shows.

In fact, the Cultural Heritage Administration selected 18 official public-private partnership and support organizations for the World Heritage Committee on the 9th. Food, retail, and beauty companies such as LOTTE WELLFOOD(280360), Binggrae(005180), Shinsegae Co.,Ltd(004170), and CLIO Cosmetics Co., Ltd were included on the list. These companies were granted the right to participate on-site at the Committee, use the host country’s emblem, and be featured on the official website.

The World Heritage Fund campaign also served as another avenue for companies to participate in international events. On the 10th, Lotte Department Store signed a memorandum of understanding with the JustPeace Foundation and joined the campaign as an official partner for the UNESCO World Heritage Fund fundraising drive. The JustPeace Foundation is a public interest foundation established based on a donation of copyrights by singer G-Dragon, who served as the official ambassador for this session of the World Heritage Committee.

◇From Major Corporations to Startups… First Point of Contact with the Global Market

What caught the eye was the participation of a brand in its early stages of development. K-Beauty startup Aror Beauty participated in the official gift program for the World Heritage Fund campaign. According to the company, its products were provided as gifts during the official schedule for delegations from 17 countries held at Beomeosa Temple in Busan, and were also included in the gifts presented by the JustPeace Foundation to UNESCO.

Ar-Or is a premium skincare brand inspired by Korea’s cultural heritage and nature. It features designs inspired by the Buyongjeong Pavilion at Changdeokgung Palace and incorporates lotus-derived ingredients, peptides, and exosomes. Jeon Byeong-bae, Director of the Hanbit Fragrance Research Institute and a former employee of AMOREPACIFIC CORPORATION(090430), contributed to the fragrance development, while Park Chang-hoon, Director of the Emiin Technology Research Institute and a former AMOREPACIFIC CORPORATION researcher, participated in the formulation development.

Industry observers note that while last year’s APEC Summit served as a stage primarily for leading companies and established brands, this year’s World Heritage Committee meeting has expanded opportunities for early-stage startups to connect with the global market through initiatives such as the World Heritage Fund campaign. It is widely acknowledged that international events are evolving beyond national promotion to serve as platforms for brands at various stages of growth to enter the global market.

Lee Kyung-won, CEO of Ar-Or Beauty, stated, “International events are no longer just a stage for large corporations; they are evolving into platforms where promising new brands can directly engage with the global market.” She added, “Taking our participation in this World Heritage Fund campaign as a stepping stone, we will grow into a brand that promotes K-Beauty—which combines a brand philosophy inspired by Korea’s cultural heritage with biotechnology—to the global market.”