Aekyung Industrial Co.'s (018250) hair care brand Kerasys announced Wednesday it will host a "K-pop Random Play Dance in São Paulo" event in partnership with the Korean Cultural Center in Brazil.
The event, designed to promote Korean culture globally, will be held on December 14 (local time) at the Korean Saturday Market (Feira do Bom Retiro) in São Paulo. The contest-style event will feature random play dancing to K-pop music, open to any Brazilian Hallyu fans who love K-pop and K-beauty. The top three participants will receive special prizes including digital devices.
Kerasys will set up an experience zone for its premium hair care products. The company plans to strengthen its brand competitiveness by showcasing product quality through hands-on experience of the "Kerasys Propolis Hair Bonding Line" and "Kerasys Oriental Premium Line."
"This event will be a meaningful opportunity to directly connect with Brazilian Hallyu fans who love Korean culture," said Ahn Jung-tae, Managing Director of Aekyung Industrial's Consumer Goods Division. "We will communicate Kerasys's brand value through various global cultural exchanges."