A commemorative photo was taken after the signing of the agreement between V-VEL Co., Ltd. CEO Kim Chaeyoon (left) of South Korea and the local partner.
Photo provided by V-VEL Co., Ltd.

[University Journal | Reporter Lee Sun-yong]

Korean cosmetics and household goods export specialist V-VEL Co., Ltd. (V-VEL) officially marked the beginning of its Central Asian market expansion by signing a strategic Memorandum of Understanding (MOU) with a local distributor during the “2025 Central Asia Beauty Expo” held in Almaty, Kazakhstan, on June 28.

This MOU was more than a simple document signing—it became a meaningful occasion where the cultures and business philosophies of both countries came together.

At 2:00 PM on the same day, the MOU/Contract Signing Ceremony was held at the main conference hall inside the expo venue. The event was attended by V-VEL’s CEO, representatives from the Kazakhstan local distribution company, officials from the trade promotion agency, numerous beauty industry professionals, and members of the press, as both parties officially exchanged the agreement documents.

Through this partnership, both companies plan to establish a long-term strategic cooperation framework that includes the stable supply of V-VEL’s premium K-Beauty product lines—such as skincare, diffusers, and natural beauty soaps—through local distribution channels.

The agreement also covers joint brand campaigns, the opening of offline experience stores, and future collaboration on local OEM product development.

During the signing ceremony, Kim Chaeyoon, CEO of V-VEL Co., Ltd., stated,

“Today’s MOU is not simply a business expansion—it is the first step in connecting people with people, and culture with emotion.

Based on our philosophy that ‘quality is trust,’ V-VEL will deliver sincere and authentic K-Beauty experiences to consumers across Central Asia.”

With this agreement, V-VEL plans to gradually expand its distribution network beyond Kazakhstan into emerging markets such as Uzbekistan, Kyrgyzstan, and Georgia.

This expansion represents more than increasing exports—it is a cultural journey of delivering the philosophy and emotional value of K-Beauty to local consumers.

Source: University Journal (https://dhnews.co.kr)