[Edaily Reporter LEE SEON-WOO ] One of the key drivers behind the growth of “MICE”—a high-value-added tourism industry and knowledge-service sector—is “corporations.” Meetings, Incentive Tours, Conventions, and Exhibitions are increasingly being utilized as business tools for corporate marketing and market expansion. This is why MICE is also referred to as “business events.” E-Daily, which delivers the latest domestic and international MICE news every Wednesday through its MICE section and online news, has launched a new column titled “Event in the Spotlight.” Through corporate events featuring diverse concepts and formats, this column introduces how companies are leveraging MICE to discover new business opportunities and possibilities. [Editor’s Note]

Galderma Korea, a pharmaceutical and biotech company specializing in dermatology, has set out to boost brand awareness and secure loyal customers through corporate events featuring talk shows and academic conferences. The company, the Korean subsidiary of the Swiss-based global firm Galderma, held the “Maesol Talk Show” and “GAIN Your Confidence” events at Dragon City in Yongsan, Seoul, on the 5th, targeting its key customers—healthcare professionals and influencers.
The event, divided into two parts, drew approximately 350 participants, including about 100 beauty and aesthetics influencers and about 250 medical professionals. In Part 1, the “Maesol (My Aesthetic Solution) Talk Show,” influencers and medical professionals took the stage together to share their reasons for choosing Restylane—Galderma Korea’s flagship product—as well as their experiences with the treatment. In addition to Restylane Kiss (for lips), Restylane EyeLight (for the eye area), and Restylane Lift—which incorporates Galderma’s proprietary patented technology (NASHA)—the event also showcased the recently launched Sculptra and Alastin skincare products.
At the event, in response to questions expressing concerns about filler treatments—such as unnatural results and potential risks—medical experts advised, “To achieve natural results, it is important to select a product with physical properties and characteristics suitable for the treatment area and purpose.” The company explained, “We structured the program in a talk show format where anyone could comfortably ask questions and receive answers, in order to address vague fears and curiosities regarding filler products and procedures.”
Following the talk show, the second part of the event featured a seminar in the format of an academic conference for medical professionals. Approximately 250 medical professionals from across the country participated in the event, which introduced Galderma’s current product research and development status as well as the latest treatment methods.
To heighten interest in the event, a surprise event was held to unveil the new brand model. Actress Cha Joo-young, Galderma Korea’s new brand model, made a surprise appearance at the event, drawing significant attention. Through her on-stage greeting that day, actress Cha Joo-young took her first steps as Galderma Korea’s new brand model.
A Galderma Korea representative commented, “We selected her as our new brand ambassador because the sophisticated and confident image of actress Cha Joo-young aligns well with our brand values of ‘natural beauty and confidence.’” The representative added, “This event served as an excellent opportunity to highlight the company’s product and brand vision and values, as well as to enhance understanding and awareness of dermal fillers.”