WELCOS

FRUDIA, the fruit-derived antioxidant skincare brand of WELCOS (CEO Kim Young-don), announced its participation in the "2025 K-BRAND GLOW WEEK" pop-up exhibition hosted by the Ministry of SMEs and Startups. During the event, FRUDIA showcased its Blueberry Hydrating Honey Lip Balm through hands-on display and product experience zones.
 
The "2025 K-BRAND GLOW WEEK" was a pop-up event held in Seongsu, Seoul, for 11 days starting December 18, 2025. The event introduced approximately 110 products from export-ready Korean consumer goods SMEs selected by the Ministry of SMEs and Startups. It began with an awards ceremony for K-Export Strategic Products and winners of the K-Beauty Creator Challenge, followed by exhibition and experiential programs.
 
Throughout the event, visitors were able to explore product experiences across various categories, including beauty, fashion, lifestyle, and food, along with interactive programs designed for audience participation. Through this pop-up exhibition, FRUDIA strengthened its brand presence as a K-beauty brand participating in a government-led export support program and expanded its touchpoints with global consumers.
 
The Blueberry Hydrating Honey Lip Balm, FRUDIA’s representative lip care product, was selected as a 2025 K-Export Strategic Product, recognized for its product competitiveness and potential for global market expansion. At the exhibition, FRUDIA introduced the product’s performance and texture through direct, on-site experiences.
 
FRUDIA will continue to expand the value of K-beauty in the global market, building on its differentiated product competitiveness and brand experience.