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South Korean 'K-Beauty' cosmetics brands see promise in Indonesia

Asian companies chase Western giants Unilever, P&G and L'Oreal in growing market

Cosmetics companies from South Korea are seeking to make inroads in Indonesia, where their country's TV dramas and pop music already have legions of devoted followers. (Photo by Nana Shibata)

JAKARTA -- Cosmetics brands from South Korea are striving to gain ground on entrenched Western and Japanese rivals in Indonesia, a country increasingly enamored of the global Korean cultural wave.

Almost 100 beauty brands, mostly from South Korea and Indonesia, are participating in a three-day show focused on so-called K-Beauty and Indo-Beauty, organized by Krista Exhibitions.

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