The Korea Tourism Organization (KTO), in collaboration with KTC, or Krungthai Card Public Company Limited, and the Economic Reporters Association, recently organized “KTO–KTC PRESS & PALETTE: A Korean Beauty Masterclass” to introduce members of the media to Korean beauty trends and hands-on makeup techniques. The activity highlighted K-Beauty as an important element of South Korea’s soft power, reflecting its continued appeal among Thai consumers and its role in connecting Korean culture, lifestyle, beauty, and tourism.
The activity was organized as part of the continued collaboration between KTO and KTC to promote awareness of South Korea through more diverse lifestyle experiences. Beyond being a beauty trend, K-Beauty also reflects South Korea’s image as a destination for lifestyle, beauty, wellness, and specialized travel experiences that continue to attract strong interest from Thai travelers.
As part of the program, members of the Economic Reporters Association joined a Korean beauty masterclass led by professional makeup artists from JUNG SAEM MOOL, a leading beauty brand from South Korea. The session introduced participants to the Glass Skin makeup look, which focuses on healthy-looking, smooth, natural, and softly radiant skin. The experts also shared practical techniques on skin preparation, product selection, makeup application, and how to adapt Korean makeup styles to suit each individual’s features and personality.
In addition to learning about K-Beauty trends, participants had the opportunity to take part in hands-on practice, try selected products, and receive close guidance from beauty professionals in an engaging and friendly atmosphere. The activity reflected South Korea’s approach to communicating soft power through real lifestyle experiences that go beyond entertainment and pop culture, allowing participants to experience Korean beauty in a practical and accessible way.
The activity was led by Mrs. Pittaya Vorapanyasakul, President & Chief Executive Officer of KTC, together with KTC executives including Mrs. Pranaya Nithananon, Head of Credit Card Marketing, and Ms. Janejit Ladpli, Head of Public & Corporate Affairs Division. The KTC executive team welcomed Mr. Sunghyeuck Park, President of the Korea Tourism Organization; Mr. Thamanoon Kuprasert, Head of Sales Agencies and Global Corporate Accounts and Acting Director of Sales, Thai Airways International Public Company Limited; and Ms. Pimrapas Siripraiwan, President of the Economic Reporters Association. The activity, which took place in the conference room on the 14th floor of United Business Center II Building, drew strong participation from members of the Economic Reporters Association.