Korean Cultural Centre India hosted the “K-Insider Challenge, K-Beauty” online event, which was promoted to provide a place of gathering for the Korean Wave fans in India even in the situation of the second wave of coronavirus outbreak. 419 participants submitted their photos and videos contents about Korean beauty, and the total number of views for all the contents on SNS exceeded 2 million.
  This year's the third online event was held with the theme, “K beauty” following the “Introduction to Kimchi” event, which had 132 participants' total cumulative views of over 1 million and “K-Pop Cover Dance” event, which recorded 20,186 views with two single posts by editing videos submitted by participants. For the 12 day participation period from 24th March to 4th April, 419 Indian participants submitted photos and videos introducing Korean beauty products, Korean-style makeup, and skin care tips. During the evaluation period till 14th April, the cumulative number of views of all contents registered on KCCI SNS channel was 2,089,501(Instagram 1,987,952 times, Facebook 94,710 times, YouTube 6,839 times), and the number of 'like' recorded 376,375 times.
  The figures show that people's interest in Korean Wave is expanding from the primary cultural content of dramas, movies, and K-pop to the secondary cultural contents like ‘food’, ‘beauty’, or ‘fashion’ in India, where the Korean Wave is heating up through online content after the corona pandemic situation.
  The participants of the online event said that most of them were interested in K-beauty after seeing stars appearing in K-pop, Korean dramas and movies as the reason of the popularity of K-beauty styles and products in India. And they talked about transparently providing ingredients of products that supply enough moisture to the skin, the skin care process that takes enough time, minimal makeup that lessens the burden on the skin as the strong points of Korean beauty styles and products. For the question about how to get K-beauty products in India and whether it is easy to purchase products, most of them are purchasing through online such as Amazon or Nykka, and some offline shops like innisfree or face shop.
  Hwang Il-yong, the director of the Korean Cultural Centre India said, “We have run an online event called K-Insider challenge regularly aiming to create the place of sharing where our fan can express themselves, share the information about Hallyu(Korean cultural wave), and encourage, enjoy together in a situation where offline meetings and contacts are difficult due to the corona crisis. We hope people and our fans to be encouraged together with us who is staying and challenging as their friend even in difficult situation. Following Kimchi and K-beauty, we will continue to expand the event with new theme like K-fashion, etc.”

Attachment 1. List of winners

Attachment 2. Excellent contents samples(photo files attached)

Video contents links
https://www.youtube.com/watch?v=2s7899G_47I&t=27s
https://www.youtube.com/watch?v=yswpvCW8Gos
https://www.youtube.com/watch?v=D1OM9UxpGQY&t=23s

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