FAQ: B the B - Global K-Beauty Hub and Retail Innovation Platform

What is B the B and what does it do?

B the B is a Seoul-born incubator and beauty cultural complex that serves as a premier K-beauty platform helping small and medium-sized enterprises (SMEs) grow and compete globally through a hybrid online-offline commerce model that fuses beauty with technology.

Who operates B the B and what is their mission?

B the B is operated by the Seoul Business Agency (SBA), a public agency dedicated to advancing the growth and competitiveness of Seoul’s small and medium-sized enterprises, with CEO Hyunwoo Kim leading the organization.

How does B the B redefine beauty retail?

B the B redefines beauty retail through a hybrid model that delivers a full-funnel commerce journey from personalized skin diagnostics and product recommendations to hands-on trials and direct purchase via QR code, creating an immersive experience that bridges beauty and technology.

Where is B the B located and where is it expanding?

B the B was established in 2022 within Seoul’s Dongdaemun Design Plaza (DDP) and is expanding internationally from New York to Vietnam, positioning itself as a strategic gateway for K-beauty exports.

What kind of brands does B the B work with?

B the B works exclusively with Seoul-based small and medium-sized enterprises, serving as both a test market for emerging players and a brand incubator that drives growth through storytelling and consumer engagement.

What impact has B the B achieved in its first three years?

In just three years, B the B has welcomed 1.94 million visitors including 350,000 international guests, solidifying its role as an experiential export hub for K-beauty and achieving international recognition.

How has B the B gained international recognition?

B the B gained international recognition when Alibaba’s Taobao selected it as the broadcast site for its live commerce program over traditional shopping districts, with several brands achieving sell-out success during the ‘Sold Out Project’ Korea special.

What does the name ‘B the B’ stand for?

The name ‘B the B’ stands for ‘Be the Beautiful’ and represents the platform’s mission to present a new perspective on beauty while helping both individuals and brands discover their unique values.

How can consumers engage with B the B?

Consumers can engage with B the B through its physical spaces in Seoul and expanding international locations, as well as through social media channels including Instagram @btheb_official and their website btheb.sba.kr.

What is B the B’s future expansion strategy?

B the B is expanding internationally as a ‘platform export model’ encompassing brand curation, content creation, live commerce, and strategic planning, with countries from the United States to emerging Asian markets expressing strong interest.