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Determined to be the spearhead of global beauticians through 2014 IBAEC.

Goal to promote beauticians who have a standard of value as beauty specialists.

Signalling a leap for global culture over functional tests.


The International Federation of Beauty Culturist (IFBC)

CEO Kiha Sung



The beauty industry is a nation's growth engines industry that creates jobs and high value. It has an unlimited growth potential as a cultural content which can be defined as sensibility consumption and well-being. It is the industry which is related to people's desire to be beautiful. Global cultural exchange and development of technology enhance the growth of the beauty industry. Its market size is showing 9% of annual growth, and it reached 7 trillion won($6.5 billion) in 2013, and it keeps creating jobs. In accordance with this global trend, a competition of world's beauticians '2014 KOREA International Beauty Artist Expo Contest(2014 IBAEC)' is to be held on 20 September at Seoul Marina Convention. It is to be hosted by IFBC, and Kiha Sung, the CEO of IFBC said "Korea's beauty technology and popularity became the spearhead of Korean Wave. It is our goal to promote beauticians who have a standard of value as beauty specialists." 


Leading to create additional value as the synthesis of education, industry and culture.

"Compared to other service industries, the beauty industry is rich in creating added value and it solves the problem of 'growth without recruiting'. Korea is heavily depending on foreign markets when it comes to continuous job creation, and the beauty industry contributes largely to base expansion of domestic consumption in Korea."


Korea is a beauty advanced country and thus the development of beauty techniques and the possibility to export are expected. Also, the talented people in the field who have global competitiveness are needed. The efforts to improve internal and external competitiveness, such as beauty enterprises' overseas expansion, has been ongoing. And the beauty industry's important role to create synergy effect by combining with other industries, such as tourism and medicine, is also receiving attention. Sung explained "there are three purposes of 2014 IBAEC. First is education, second industry, and third culture. The education means to raise children and test their results through the contest. The industry means a role to promote distribution systems. Beauty means to form a beauty culture. 2014 IBAEC is designed to create synergy effect by combining these three." Sung emphasized that there are many beauty related events in the world, but this Expo is different from those, and to raise the Korean beauty industry's international status is the key point.


Leap to 'global beauticians' over technique and skill.

"IBEAC is an Expo both in name and reality. With cultural events, it will raise the status of the beauty industry. Our aim through the event is to be together with people. It's not merely a beauty contest but we will leap to 'global beauticians' over technique and skill."


2014 IBEAC is the fifth this year and they prepared various programmes by using their accumulated know-how. If previous contests has been pursuing only for competitive exhibitions, this time, it is rather a cultural event with various programmes such as pet stylists & handicapped person stylists contest, and Mrs & senior beauty contests. Normally, IBEAC received around 1,000 applicants, but this year they limited the number as no more than 1,400 people due to the excessive application. Another thing to pay attention is pet dog. Sung explained "I also raise a pet dog and I think pet dog is also an axis of beauty in this day and age. It was difficult to add it as a part of the event at first, but once decided, I proceeded quickly." His sharp planning ability was not confined to pet dog but it included handicapped person stylists as another axis. Sung said "handicapped person stylists are increasing recently. So it's good. They have to walk with us. I want to make a society that people live together. Whichever field they are in, it's ok that they do it at the place they want."


Beauty contest, it will be a starting point.

Sung paid attention to the fact that the participation of men in beauty industry has increased. He said "it is a trend that male owners are increasing even though most beauticians are female. Their driving force is leading the specialization and enlargement of the beauty industry. It's positive. They are even participating in nail art and make-up and it became their jobs. Most famous people in the industry are men. Men build up the management pillars and women make the contents. It's an integrated system that leads its vitalization and issue.

2014 IBAEC will be held on 20 September at Seoul Marina Convention. Yoonsik Kim, the director of the event said "the Han River is the biggest boast of Korea, but it's less known. This is an international event. Many tourists are pouring into Korea through shopping. We will spread the Korean culture under the moto of 'Han River', and we will promote Seoul and Korean Wave. We want to take the intermediary role by establishing an association to create a bond through Pet Dog Model Contest and Beauty Model Contest. We can only do this." Sung answered questions about their future goal by saying "it's the age of 1 million beauticians. It reaches 8 million if the related people are included. There are a few prominent people but most of them are small business owners. Through 2014 IBAEC, we will unite these beauticians, and give them reason to be proud of being beauticians, and also make beauty culture to be well settled in Korea."



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Interview with Muyeol Jung, the president of 2014 IBAEC.


2014 IBAEC has appointed Muyeol Jung, the CEO of HAPPY SONIC GLOBAL CO., LTD and HappyStar Ent as the president. Jung revealed his ambition "the experts are predicting that the wind of Korean Wave will keep blowing for the next 7 years. Happy Sonic Global has been preparing to be the spearhead of the Wave through 2014 IBAEC."


Q) How do you feel to be the president of IBAEC?


A) Happy Sonic Global has many affiliates in beauty field. We have an object to activate the market at the Group level as the beauty industry is a big market. We are already prepared for the industry. No matter how well you plan, and if you are not accepted in the industry, the technique you have become useless. Business men should create jobs. And that's our job to do. I take this opportunity as a godsent.


Q) What's your advice to boost the beauty industry?


A) We need a frame in order to form a culture. In other words, this means infrastructure and manpower pool. To achieve these, we need the government's support but it's a drawback that they don't know much about this. Because they don't know how to foster, each organization has to support. Korean Wave is hand in hand with the image of Korea. The national brand affects the industrialization positively. Private sectors, government and legislation have to work together like a gear wheel. It shines shortly and be gone if it's led privately no matter what field it is. The government's master plan, and systematic & consistent support are needed.


Q) The beauty industry, with K-Pop, is a driving force of Korean Wave.


A) Korea's beauty technique and its popularity are surpassing that of K-Pop. In the midst of this trend, the beauty industry is being spot-lighted as an accelerator of the new growth engine industry in Korea. Thus we appointed ROK-KISS as a goodwill ambassador. On the use of their healthiness we can make a beauty concept.


Q) What is your long term vision?


A) If there are no beauticians in the process of making Korean stars, we cannot even start it all at the first stage. We have to establish the basis first. The beauty industry is one of the centers of Korean Wave. There's a limitation with the current contents to stir up the wind. We have to establish an academy to provide direct training, and send talented people to the place where Korean Wave blows. To hold this firmly, we have to concentrate on educational work. Thus we chose Paju English Village. The location provides better accessability than Seoul for foreigners. We wish to build 'Korean Wave Training Center' here to pursue the sustainable growth of Korean Wave.




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