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K-Beauty Is Becoming South Korea’s New Diplomatic Weapon — And Brazil Is at the Center of It
South Korea is taking K-beauty far beyond skincare counters and social media trends — and Brazil is emerging as a major test of how cosmetics can become an instrument of economic diplomacy. During South Korean President Lee Jae Myung’s state visit to Brazil in July, K-beauty was placed alongside commercial aircraft and critical minerals as one of the areas with potential to deepen the two countries’ economic relationship. That unusual combination highlights just how important South Korea’s bea
