At KCON LA 2023, a global Hallyu festival that 

combines K-pop performances and Korean -related conventions, 

with over 1.5 million cumulative attendees as of the 18th,

 the brand participated to spread eco-friendly brand campaigns 

during the exhibition period.

Various events, including the Rethink Beauty photo zone, 

were conducted to attract hundreds of people to the photo zone

, leading to Instagram postings.

 This allowed for a tangible under standing of

 fans' needs for eco-friendly beauty and K-beauty