Busan is good

2025 Eurasia Urban Diplomacy Delegation Connects Busan and Beijing Enterprises

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Busan Metropolitan City (Mayor Park Heong-joon) and the Busan Global City Foundation (CEO Jeon Yong-woo, hereinafter “the Foundation”) announced that, as part of the “2025 Eurasia Urban Diplomacy Delegation,” the first of five destination cities, Beijing, hosted economic exchange activities on September 10 and 11 to facilitate the entry of Busan’s beauty and healthcare companies into the Chinese market.

The business delegation (hereinafter “the Delegation”) consisted of eight companies in the beauty and healthcare sectors: Crazy Ant Co., Ltd., SY Innotech Co., Ltd., Geumjeong-gu Community Self-Sufficiency Center, The Body Plastic Surgery Clinic, PMW Global Co., Ltd., All That Scalp & Skin Lounge, Smart Big, and Seodong Medical.

On September 10 at 5 p.m. local time, the Delegation visited the KOTRA Beijing Trade Center to gather preliminary information about entering the Chinese market. At the “KOTRA Beijing IT Support Center,” a lecture was delivered on strategies for entering the Chinese market in light of changing trade conditions. The presentation was well received by the Delegation, which is also preparing for entry into the global market.

In addition, the Korea Trade Insurance Corporation provided guidance on utilizing trade insurance to manage uncertain transaction risks, while the Korea Intellectual Property Protection Agency offered information on applying for Chinese trademark registration, delivering practical support for the Delegation’s export activities.

On September 11, from 10 a.m. to 4 p.m., the Delegation held the “K-Beauty & Healthcare Business Consultation Session” at the Grand Metropark Hotel Beijing. The session facilitated 48 consultations, resulting in potential contracts worth 3.3 million USD (approximately 4.58 billion KRW). This marked the first time that the activities of the Eurasia Urban Diplomacy Delegation translated into tangible economic achievements.

During the consultation session, the Busan delegation introduced its beauty and healthcare products to 16 Chinese companies. Youth delegation members assisted with note-taking and on-site support in the consultation booths, gaining first-hand business experience.

Later that evening at 6 p.m., the “K-Beauty & Healthcare Networking Session” was held, providing a platform for Busan and Beijing companies to interact. The Foundation also exchanged an agreement with the Beijing People’s Association for Friendship with Foreign Countries to continue private-sector exchanges.

The networking session was attended by the Delegation, members of the Eurasia Urban Diplomacy Delegation, ten Beijing-based companies, the Beijing People’s Association for Friendship with Foreign Countries, the Beijing Federation of Industry and Commerce, and the Beijing Young Entrepreneurs Innovation and Development Association, demonstrating Beijing’s strong interest in Busan.

The event began with the screening of promotional videos of both cities, followed by a welcome address by Wang Wei, Party Secretary of the Beijing People’s Association for Friendship with Foreign Countries, and a response by Hwang Seok-chil, Head of the Eurasia Urban Diplomacy Delegation.

In addition, cultural performances took place, including a traditional Chinese instrument performance by Beijing youth and a Korean dance performance by members of the Busan youth delegation. The Foundation also appointed five Beijing Youth Global Ambassadors to promote future exchanges with Busan’s youth.

Following the economic exchanges, on September 12 the Delegation visited a recently opened humanoid robot exhibition hall to observe developments in China’s robotics industry, thereby concluding its stay in China.

Vice Mayor for Administrative Affairs Lee Jun-seung stated, “This dispatch of the business delegation to Beijing is the first example since the Eurasia Urban Diplomacy Delegation began in 2016 where exchanges extended beyond friendship to include economic cooperation. We hope that this will not be a one-time event but will grow in scale, with Beijing becoming a companion city that walks with Busan in the economic field.”

He added, “The economic exchange in Beijing opened the journey of the 2025 Eurasia Urban Diplomacy Delegation. The next destination is Ulaanbaatar, where the delegation’s activities will focus on students from kindergarten to university. We look forward to your continued support for the delegation’s journey across Eurasia.”