BCOOM GROUP PARTNER WITH SBA TO BtheB SEOUL IN VIETNAM

GRAND OPENING OF BTHEB HANOI – A STRATEGIC MILESTONE BETWEEN BCOOM GROUP AND SBA

On December 5, 2025, at Vincom Mega Mall Royal City, Hanoi, BCOOM Group, in collaboration with the Seoul Business Agency (SBA), officially launched B the B Hanoi—Vietnam’s first integrated K-Beauty promotion, experience, and business networking hub.

B the B (Beyond the Beauty) is an initiative developed by the Seoul Metropolitan Government and the Seoul Business Agency (SBA) to promote Korean beauty brands, facilitate global trade, and support international market expansion.

More than a product showcase, B the B serves as a strategic bridge connecting businesses, distribution partners, and consumers worldwide.

The event marks a significant milestone in promoting Korean brands to the global market through the strategic partnership between BCOOM Group and the Seoul Business Agency (SBA), establishing a solid foundation for delivering high-quality K-Beauty products to consumers in Vietnam and across the region.

As part of the event, a Memorandum of Understanding (MOU) was officially signed between the Seoul Business Agency (SBA) and Vincom Retail, witnessed by the Mayor of Seoul, marking the beginning of a long-term strategic collaboration to develop the K-Beauty ecosystem in Vietnam.

As SBA’s strategic partner in Vietnam, BCOOM Group continues to advance trade promotion initiatives, business networking, distribution expansion, and the development of a modern Beauty Commerce Ecosystem, empowering Korean beauty brands to achieve sustainable growth in Vietnam and expand throughout Southeast Asia.