The Korean Cultural Center in Brazil, located in São Paulo, successfully hosted a comprehensive K-Beauty Workshop on August 16 and 18 as part of its Sejong Culture Academy program. The highly anticipated event was led by Ho Seok Jeong, better known by his YouTube persona "Shawn," who brought his expertise in Korean beauty trends to enthusiastic Brazilian audiences.
Shawn, a former global makeup artist for Amore Pacific and current guest professor in the Department of Beauty Design and Management at Woosong University, returned to Brazil for his second consecutive year of leading the workshop. This year's program featured updated content with the latest Korean beauty trends, building on the success of his previous visit. His combination of professional experience and social media presence made him an ideal instructor for participants eager to learn about Korean beauty culture.
The workshop was structured into four comprehensive sessions, with each group accommodating an average of 20 participants. Attendees showed remarkable engagement as they delved into various aspects of Korean beauty practices, including personal color analysis techniques, detailed skincare routines, and advanced makeup application methods. The primary focus of this year's workshop centered on "slow-aging," which represents one of the most significant skincare trends anticipated for 2025.
To provide an authentic Korean beauty experience, Shawn brought a selection of products directly from Korea, allowing participants to test and experience genuine K-beauty items firsthand. The hands-on approach enabled attendees to understand the textures, formulations, and application techniques that make Korean beauty products distinctive in the global market. This direct product experience was particularly valuable for participants seeking to understand the practical aspects of Korean skincare and makeup routines.
The event completely filled the first floor of the Korean Cultural Center in Brazil, creating an immersive environment where participants could explore various skincare and makeup products. The interactive format encouraged attendees to experiment with different techniques while receiving personalized guidance from Shawn. Participants not only gained knowledge but also received complimentary gifts, adding value to their workshop experience.
The workshop concluded with photo opportunities, as many participants took memorable pictures with Shawn, creating lasting connections between the Korean beauty expert and his Brazilian audience. These personal interactions enhanced the cultural exchange aspect of the event, fostering genuine connections between Korean and Brazilian beauty enthusiasts.
As part of the broader Sejong Cultural Academy program, this K-Beauty Workshop demonstrated the Korean Cultural Center's ongoing commitment to sharing contemporary Korean cultural trends with the Brazilian public. The event successfully combined educational elements with cultural exchange, promoting not only learning and personal well-being but also strengthening cultural ties between Korea and Brazil through the universal language of beauty and self-care.
