K-Beauty Takes Center Stage at K-Festa: How Creators Like Siajiwoo and Kejimins are Shaping Global Trends
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[Sports Seoul | Reporter Pyo Kwon-hyang] Noise & Pitch is bringing bite-sized, on-the-ground content to Palm Springs with creators Si-a Jiwoo (Park Ji-woo) and Ke Ji-min (Park Ji-min) at the K-beauty pop-up K-Festa on April 11–12 (local time).
K-Festa, organized by global-selling specialist Pam Global, is a pop-up designed to help Korean beauty brands enter international marketplaces like Amazon and TikTok Shop and boost sales. Its hands-on format lets brands, creators and consumers meet in person to try products and create content together.
The pop-up coincides with Coachella — the globe’s biggest music festival — and the fashion-focused Revolve Festival, putting it squarely in front of global influencers and trendsetters. Twelve Korean beauty brands, including Jung Saem Mool, Ayunchae, Clio and Chasing Rabbit, will participate, alongside five Korean creators and five U.S.-based MCN companies.
Noise & Pitch will produce on-site content with the two creators and run a makeover program led by makeup artist Shim Hwa-pyeong.
Si-a Jiwoo, known for beauty and lifestyle videos, has 26.2 million TikTok followers. Ke Ji-min, a creator who focuses on dance and music, has 13.4 million followers on TikTok. U.S. audiences account for roughly 18% and 26% of their fanbases, respectively.
A Noise & Pitch spokesperson said, “It’s rare in Korea for an MCN to bring creators overseas for on-site activations. Through this participation, we aim to build a stronger global foundation for our creators and explore collaboration opportunities with U.S. MCNs and brands. As demand for K-content in North America grows rapidly, we’re accelerating our push into the global market using our creators’ IP.”
gioia@sportsseoul.com
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