Tanzania sees rapid increase in demand for Korean cosmetics via social media 

DAR ES SALAAM: RISING global enthusiasm for Korean beauty trends is increasingly being reflected in Tanzania, where demand for K-beauty products and makeup techniques is expanding rapidly across both online platforms and physical retail markets.

Sales of Korean cosmetics via social media channels have recorded a significant increase, while specialized K-beauty retail stores are steadily growing in major urban centres across the country.

In response to this surge in demand, the Embassy of the Republic of Korea in Tanzania organized a three-day K-Beauty Makeup Class as part of its Korean Culture Week programme. The initiative followed earlier cultural events, including a K-Pop Festival and Korean Movie Day, forming part of a broader cultural engagement strategy.

A professional makeup artist from South Korea travelled to Dar es Salaam to conduct daily two-hour training sessions introducing participants to Korean beauty techniques. The practical programme covered skincare routines, base makeup application, eye makeup, lip and blush techniques, and other core components of K-beauty styling.

Participants engaged in guided demonstrations and hands-on exercises, enabling them to develop personalized looks inspired by contemporary Korean beauty trends.

The programme was structured as an outreach initiative targeting diverse groups across Tanzania. The first session, held on 25 June, took place at a hotel in Dar es Salaam and was open to the general public. The second session, on 26 June, was conducted at the National College of Tourism, targeting students preparing for careers in tourism and hospitality. The final session, on 27 June, was held at the Korean Studies Center of the University of Dar es Salaam, engaging university students and young trend influencers.

Speaking during the first session, the Ambassador of the Republic of Korea to Tanzania, H.E. Ahn Eunju, emphasized that K-beauty extends beyond appearance, focusing instead on self-care and confidence-building.

“K-beauty is not only about looking beautiful. It is about taking care of yourself, finding the style that suits you best, and feeling confident,” she said. “I hope this class will not only help you discover new makeup skills, but also deepen your understanding of Korea and strengthen friendship between the people of Korea and Tanzania.”

Alongside the makeup workshops, the Embassy also hosted traditional Korean games sessions from 25 to 28 June. Inspired in part by the global popularity of Korean cultural productions, including the series Squid Game, the sessions introduced participants to traditional play culture and its values of community, cooperation, and friendship.

Participants experienced games such as Ttakji-chigi (paper tile flipping), “Mugunghwa Kkoci Pieotseumnida” (Red Light, Green Light), Gonu (strategy board game), Jegichagi (shuttlecock kicking), and Biseokchigi (stone knocking game).

Organizers noted that the cultural programme aims to broaden Tanzanians’ exposure to Korean culture while enhancing practical and creative skills through interactive learning.

The initiative also reflects the expanding cultural dimension of Korea–Tanzania relations, which is increasingly shaped not only by formal diplomatic cooperation but also by growing people-to-people exchanges and cultural interaction.