KHIDI opens K-beauty retail hub in Ho Chi Minh City

The Korea Health Industry Development Institute (KHIDI) is launching ‘WEEDY’, a permanent K-beauty retail space in Ho Chi Minh City, Vietnam. Located in ‘The New Playground’ complex, the approximately 65-square-meter facility aims to support the overseas expansion of 17 Korean small and medium-sized cosmetics companies.

Operating through December 31, 2028, the venue will showcase a variety of products, including makeup, skincare, and cleansing items. The initiative is designed to function as an integrated platform that connects offline product experiences with online purchasing channels and B2B transactions. To facilitate actual export results, the center will host one-on-one consultations between Korean companies and local buyers, with KHIDI providing follow-up management for contract negotiations and sample shipments.

To mark the opening, a ‘K-Beauty Night in Vietnam’ networking event will be held, followed by an export consultation session on the opening day. KHIDI President Ko Sang-baek noted that Vietnam serves as a vital strategic hub for entering the broader ASEAN market due to high local interest in Korean beauty products.